3 Ways Snapchat Can Help Market Beauty Products


Do  you use Snapchat? A Pew Research study found that Snapchat had 26 million users in the U.S. in October 2013. The app is wildly popular with 400 million snaps sent each day.

Brands should use Snapchat to their advantage! These brands did:

  1. Taco Bell
  2. Karmaloop
  3. Acura
  4. GrubHub
  5. Rebecca Minkoff
  6. 16 Handles
  7. New Orleans Saints
  8. NARS

NARS is the first and only cosmetic brand to use Snapchat to reach its audience. It shared its Guy Bourdin color cosmetics collection on October 15, 2013. I have no news on its success as I’m sure it must be quite difficult or impossible to measure the success of the snaps.

There are 3 things that beauty brands can offer on Snapchat to consumers:

1. Rewards

Brands can offer exclusive offers and discounts in a snap. 16 Handles, a frozen yogurt chain, snapped a discount and 1,400 customers were engaged. Beauty brands can snap customers discount codes for 10 seconds to encourage online purchases.

2. Sneak Peeks

Brands can offer early access information to engaged consumers. For example, Taco Bell tweeted to its followers to invite them to see an exclusive snap that contained a secret announcement. Beauty brands can snap exclusive announcements to customers to make them feel like they are the “first to know.” Hopefully these snapchatters are influencers in their social communities. 

3. Behind the Scenes

Consumers who are dedicated to the brand want to feel included in the business. Beauty brands can create Snapchat stories using photo and video to show what is happening at photo shoots, events, and the office. Beauty brands can create a relationship with consumers by sharing candid photos from events that loyal consumers care to see. 

5 thoughts on “3 Ways Snapchat Can Help Market Beauty Products

  1. Morgan Reynard says:

    Awesome blog post! I recently deleted my Snapchat, but many of my friends are still avid users, so I’m sure this would be a great method to reach them! Although Snapchat cannot provide as much 2-way communication as other social media platforms can, it does give consumers a more personal relationship with companies! I think NARS will attract many new costumers and sales through Snapchat, along with building more brand loyalty! The information on your post was well put together and easy to read.

  2. Laura Mack says:

    It’s funny that brands are starting to use snapchat as another way to reach and engage audiences – my last post showed how DoSomething.org uses snapchat to get people more involved with their campaigns. I never thought of snapchat being as effective as twitter or instagram, but snapchatting discounts and sneak peaks to consumers is such an innovative idea! I’m not quite sure how the brands would measure the effectiveness either – perhaps keeping track of the number of screenshots a discount snapchat gets (since the user is notified whenever someone else screenshots a picture)?

    • Johannah Miller says:

      I think they’d have to make a landing page for people who use that code from Snapchat. That way they’ll know how many people saw the snapchat… and probably shared it with other people to get the deal. It certainly is hard to track! But someday there will be better ways!

  3. Kayla Marsh says:

    I’m surprised I haven’t been involved with any brands snapchatting me! Behind the scenes is a great way of using snap chat because it will capture their attention, and encourage them to not miss out. Fear of missing out is always a secretly great incentive. I think the rewards will probably be the most useful, and the platform that consumers most care about. Everybody loves a discount. This is so interesting and insightful to ways that brands use snap chat! Wish I could see more photos, but that is kind of hard to do when snap chats dissapear after five seconds :) Great post Johannah!

  4. Michelle Logan says:

    Great post! I like how you did not know much about Snapchat’s success with beauty products, but included how Snapchat could be a great promotion. I’m really interested to see examples of Snapchats that have been sent, and how many people viewed it and were effected by it. I think it is great that brands are catching on the the hype of Snapchat and attempting to make it work for their products. Keep up the good work!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s