Sally Hansen Debuts Nail Try-On Lens on Snapchat

It is the first U.S. brand to roll out a sponsored lens using SnapML

SnapML enables developers to power try-on technology in lenses via their own machine learning models Sally Hansen/Snap Inc.

Beauty products brand Sally Hansen became the first brand to roll out sponsored nail try-on Snapchat lenses in the U.S. using the SnapML technology that was unveiled at the Snap Partner Summit in June.

SnapML enables developers to power try-on technology in lenses via their own machine learning models.

The Sally Hansen nail try-on lens is available to select Snapchatters across the U.S. via Lens Carousel or Snapcode.

Snap Inc. head of fashion and beauty Selby Drummond said in a statement, “The launch of Snap’s nail polish try-on technology builds on the demand for and success of our existing augmented reality product try-on features with something extremely special and close to Snapchatters’ hearts. We know that Sally Hansen shares our hope of bringing joy and creativity to people at home, and nail art offers a way to embrace beauty and personal expression while staying safe in this challenging time.”

Snap global product marketing manager Carolina Arguelles Navas added, “Our AR platform is redefining the ways people interact with brands and products. Sally Hansen’s nail try-on lens enables anyone to explore their individual nail polish tastes and preferences in a creative, fun way. It’s a perfect example of how to re-create the in-person shopping experience for consumers no matter where they are.”

And Zenith executive vice president and managing director Colleen Hotchkiss said, “We’re very excited to partner with (Sally Hansen parent) Coty and Snap on this first-to-market opportunity. Not only does it provide innovative content to consumers, but with the ‘shop now’ commerce integration in the experience, it allows us to connect engagement down the funnel and through to purchase in a seamless fashion.” David Cohen is editor of Adweek's Social Pro Daily.