Maybelline Teams Up with Snapchat to Bring AR Beauty to India
In a move designed to captivate India’s vibrant festive consumer base, Maybelline New York has partnered with Snapchat to launch MNY Look Studio, a cutting-edge augmented reality (AR) beauty platform created specifically for the Indian market. Debuting ahead of the peak festive season, the initiative blends technology with culture, offering an interactive way for shoppers to explore looks inspired by popular Indian celebrations.
What MNY Look Studio Does
The AR-powered tool lets users virtually try on makeup looks without applying products physically. Beyond just trying shades, the platform delivers personalized color recommendations based on individual skin undertones, helping shoppers feel confident in their choices. Once a look is created, users can easily share their creations with friends and family, turning beauty exploration into a social activity on the go.
Developer and Market Focus
Snapchat’s in-house innovation studio built the platform exclusively for India, recognizing the country’s unique beauty preferences and the importance of the festive calendar. By tailoring the experience to local consumer behavior, Maybelline aims to position itself as a go-to destination for makeup experimentation during Diwali, Navratri, Durga Puja, and other celebrations when beauty purchases surge.
Four Festival-Inspired AR Styles
The initial launch features four AR makeup styles inspired by Indian festivals. Each look is designed to resonate with regional aesthetics while showcasing Maybelline’s product lineup. The platform also recommends Maybelline products that match the virtual looks, bridging the gap between inspiration and purchase. Following the September debut, additional looks are expected to roll out in October to keep the experience fresh during the continuity of festive events.
Quotes from Leaders
Jessica Rode, General Manager of Maybelline New York India, described the collaboration as a way to reach consumers through interactive technology while staying culturally relevant. She pointed to Snapchat’s strong Gen Z following in India as a key factor in aligning the brand with the platform. Resh Sidhu, Global Director of Snap AR Developer Marketing and Branded Innovation at Snap Inc., emphasized that combining AR and AI can make beauty more accessible and personalized for a diverse audience.
Strategic Benefits for Maybelline
The Look Studio initiative supports Maybelline’s strategy to be a destination for beauty experimentation during India’s peak sales period. By leveraging AR and AI-driven recommendations, the brand can showcase its products in a low-friction, highly shareable format that aligns with how younger consumers discover and discuss makeup today.
What’s Next
As the platform evolves, Maybelline and Snapchat plan to expand look options and possibly broaden product recommendations to cover more skin tones and preferences. The collaboration signals a broader shift in beauty marketing: blending immersive tech with culturally aware storytelling to boost engagement and conversion during a time of year when demand for cosmetics traditionally spikes.
Conclusion
With MNY Look Studio, Maybelline and Snapchat are redefining festive beauty shopping in India. The AR-powered experience marries innovation with tradition, offering a fun, personalized, and social way to explore makeup looks during Diwali and beyond. For brands aiming to win the hearts and wallets of Gen Z and millennial shoppers, this partnership serves as a compelling blueprint for culturally tuned, tech-enabled commerce.
