French beauty powerhouse L’Oréal Paris has launched a branded Snapchat lens to celebrate its launch of the Infallible Paints collection, pushing ahead with its digital onslaught. 

The lens allows users to send a customizable option to friends or loved ones and is the third branded lens for the company, with the first launching in June 2016. Harnessing the popularity of the Snapchat app, L’Oréal Paris has also added four new adverts to its live story to further promote the new range of lip, eye and face products.

Kristen Comings, Vice President of Integrated Consumer Communications, L’Oréal Paris USA said, “We are excited to build on our leadership in digital innovation to include a lens that is truly interactive, and that prompts subsequent sharing and engagement. The lens was specifically designed to be inclusive so that everyone can take part – whether sending to a significant other, family member or a friend.”