Snapchat has two new beauty recruits: Estée Lauder-owned Clinique and P&G-owned SK-II.
Clinique started using the social media platform, which allows account holders to publish short 10 second videos, for the first time on 28 January. The Estée Lauder brand told Cosmetics Business it plans to use Snapchat to “inform and entertain” going forward. Clinique celebrated the launch of its debut on Snapchat at the same time as its new eye cream product Pep-Start. To mark the launch of the product and its first foray onto Snapchat, Clinique hosted a sunrise Daybreaker dance event in London and New York. The brand also invited a social media influencer to take over its Snapchat. Clinique’s new Pep-Start eye cream product is designed to stimulate and maintain collagen and elastin. To further promote Pep-Start, Clinique has launched a competition called #ImIn, which encourages consumers to share their responses to tasks set by the brand.
SK-II has also made its debut on the social media site using the handle ‘skiiofficial’. The skin care brand launched the account in the run up to the Oscars on 28 February. Alexandra Vogler, SK-II Digital Communications Brand Manager, said: “SK-II has always believed in driving inspiring conversations and empowering women with a genuine voice. As Snapchat establishes itself as one of the most authentic story-telling platforms, we are thrilled to kick off the brand’s Snapchat account at one of the most exciting times of the year and give fans live access to SK-II’s activities.”
Following in the footsteps of Twitter, Instagram and Facebook, Snapchat has recently been sharpening its strategy for offering advertising opportunities for commercial clients; just this week the company announced the hire of Sriram Krishnan, reported Re/Code. Krishnan previously worked at Facebook overseeing the company's advertising network, although it is not clear exactly what role he will take on at Snapchat.
Currently Snapchat does not offer an automated advertising process but Re/Code reported it has been talking with ad tech start-ups about potentially acquisitions.
