Snapchat develops augmented reality tools for businesses

Snapchat on 20 May released its augmented reality (AR) tools for brands and businesses. The tools include 3D body mesh and voice-enabled control features on the app, as well as motion tracker. The social media company partners with fashion companies, such as Farfetch and Prada, to try out the AR tools.

3D body mesh and voice-enabled control allows users to find products through voice command. Motion tracker allows users to signal the camera to change items they are trying out. Brands and businesses can access the aforementioned features on the recently launched desktop application Lens Studio.

Snapchat also partners with beauty conglomerate Estée Lauder to utilise its augmented reality shopping tool AR Shopping Snap. MAC Cosmetics, subsidiary of Estée Lauder, is going to integrate its product catalogue with the tools and publish the products on Snapchat. Users will receive real-time updates on the inventory.

Through Snap’s partnership with Perfect Corp, The Estée Lauder Companies will become the first beauty company to leverage the AR Shopping Snap tools. By integrating their product catalogue through the Snap API on Business Manager, brands under The Estée Lauder Companies, such as M·A·C Cosmetics, could create Lens from the new Shopping AR template on their Snapchat profile in real-time.

Snapchat has been banking on AR to boost user experience. Shopping experience is the latest addition to its AR strategy. According to its press release, Snapchat has partnered with Walt Disney, Bumble and LEGO to introduce its AR features.