Maybelline teams up with Snapchat to unveil AR beauty experience for India
This strategic partnership positions Maybelline as a key player in festive makeup experimentation, aligning with the surge in beauty sector sales during this vibrant season.
INDIA – Maybelline New York and Snapchat have collaborated to launch MNY Look Studio, an augmented reality (AR) beauty platform designed exclusively for Indian consumers, specifically tailored for the festive season.
This innovative digital tool acts like a virtual makeup artist, enabling users to explore, experiment with, and personalize makeup looks inspired by significant Indian festivals such as Navratri, Diwali, and Pujo.
Resh Sidhu, Global Director at Snap Inc., emphasized the role of AR and AI technology in making beauty experiences more accessible, personalized, and enjoyable.
Resh said, “Partnering with Maybelline New York for Look Studio shows how technology and creativity can work together to make beauty more useful, accessible, and personalised while still being fun.”
The platform features four AR makeup styles that blend global makeup artistry with vibrant Indian cultural expressions.
MNY Look Studio incorporates a personalized colour analysis tool that detects users’ skin undertones and recommends the most flattering Maybelline products for their unique complexion.
Its user-friendly, inclusive interface ensures a smooth experience, allowing users to easily apply virtual makeup, save their looks, and share them with friends on Snapchat. Moreover, the platform will be updated regularly throughout October to introduce fresh festive looks and maintain engagement beyond the initial launch.
Jessica Rode, General Manager of Maybelline New York India, highlighted this collaboration, stating, “With the launch of Maybelline Look Studio, we’re excited to bring a unique, interactive way for Indian consumers to explore makeup.”
“Snapchat is recognised as a prominent player in the global AR space, with a strong engagement among Gen Z audiences in India.”
Rode added, “Partnering with them allows us to meet our consumers where they are, with innovation that’s fun, immersive, and culturally relevant.”
This partnership taps into the explosive growth of India’s beauty and cosmetics market, which is projected to surpass USD 20 billion by 2025, with a compound annual growth rate (CAGR) of 25%, driven by rising disposable incomes, digital adoption, and a youth-heavy demographic.
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