Dive Brief:
- Adding to a list of brands it’s partnered with, Snap has teamed up with Disguise to let users try Halloween costumes from Disguise’s 2022 collection using Snapchat’s AR shopping tool, according to a Tuesday press release.
- Snapchat users can try on and purchase costumes from “Harry Potter,” “The Office,” “Chucky,” Minecraft, Power Rangers, Transformers and more, according to the announcement.
- Users can find the Halloween try-on AR lenses by visiting Disguise’s Snapchat profile or by searching specific brand names — such as “Harry Potter” — in Snapchat’s Lenses Explorer.
Dive Insight:
Snapchat has been touting the popularity of augmented reality, particularly among younger consumers. In April, the company found in its survey of 16,000 people that 92% of Gen Z respondents said they want to use AR tools for online shopping. The survey also found that Gen Z shoppers are more likely to buy something after testing it using AR first than millennial and Gen X shoppers. In June, the platform released another survey indicating that 80% of survey respondents feel more confident when they use AR tools before making a purchase.
Snapchat said more than 250 million users have used its augmented reality shopping lenses more than 5 billion times since January of last year. The social media platform promoted its AR capabilities as an opportunity for brands to create virtual shopping experiences.
“These Halloween AR try-on experiences represent what makes shopping on Snapchat so seamless and fun,” Ben Schwerin, senior vice president of content and partnerships at Snap, said in a statement. “We’re thrilled to partner with Disguise to bring these Lenses to our community, as well as make choosing a Halloween costume that works for you, without ever having to step foot in a store, easier than ever on Snapchat.”
Snapchat has been focusing more on augmented reality in recent years. The company acquired sizing tech company Fit Analytics in March 2021. It also partnered with brands like Gucci and American Eagle to let users virtually try on products using their AR technology.
The social network has continued enhancing its AR features for brands to connect with shoppers. In January, the company unveiled a new shopping lens that lets consumers view multiple products simultaneously and review product information, including sizes, prices and colors.
