News Bulletin: L'Oréal's eyeliner Snapchat lens; Kogan tipped for $50m IPO

6 June 2016
Snapchat: L'Oréal Paris

L'Oréal's makeup selfie

L'Oréal Paris has run the first Snapchat lens ad for a beauty brand to promote its Infallible Silkissime eyeliner. Users can add the sponsored graphic by using the app to take a selfie. L'Oréal's graphic then applies eyeliner in the shape of a cat eye, mascara, foundation, blush and a lip colour to selfies.

According to Adweek, when the app detects that someone has raised their eyebrows, camera lights flash around the person before the L'Oréal logo pops up with a heart next to it. Snapchat is increasingly being recognised as a unique brand tool to reach the sought-after millennial audience.

Kogan to list

Kogan is set to list on the Australian Securities Exchange this month, according to CRN. It's thought the online retailer is looking for $50 million through the IPO and is expected to have a market capitalisation of $170 million after listing. In March, Kogan, which owns and runs discount ecommerce site, bought Dick Smith's intellectual property (IP) for an undisclosed amount after a two-month auction by Dick Smith's receivers and managers, Ferrier Hodgson.

3D selfies?

According to TechCrunch, Snapchat has acquired 3D photo app maker Seene, which lets people capture 3D models from their phone with a regular smartphone camera. It says Snapchat 'could' use Seene’s format for a brand new category of selfie lenses, a new 3D photo format, and potentially for future virtual reality projects.

Myer partners with Bauer Media

Bauer Media has announced Myer as the headline sponsor of Runway Weekend, to be held in Sydney on 26-27 August. The two-day fashion and beauty event takes place in Pitt St Mall and Westfield Sydney, in partnership with Westfield Brandspace, with activations from Bauer Media brands Cosmo, Elle and The Australian Women’s Weekly. Myer will leverage Bauer’s portfolio of women’s brands during Runway Weekend to showcase the latest season’s collections by connecting directly with the event attendees. 

Grazia's first month sees 520k users

Since relaunching as a digital-only product, Grazia has secured more than 520k users and 930k sessions in its first month. Editorial director Rachel Sharp says the publications point of difference is the content the digital platform can offer, including 360 degree videos and multi-lingual social presence. The launch partners for Grazia included David Jones, Tiffany and Co and Estee Lauder. 

Clemenger BBDO adds to creative department

Clemenger BBDO Sydney has bolstered its creative department with the appointment of Claire Sutton as an art director/designer for the craft department. Sutton has run her own successful illustration business for more than four years and as well as her own jewellery company.

In addition, Chris Pearce has been promoted to head of copy after 33 years at Clemenger BBDO. He has been responsible for work including Hahn Bath Bomb and RTA's “pinkie” campaign.


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