Case Study: L’Oreal Paris achieves full-funnel awareness and purchase-intent gains with Snapchat

L’Oréal’s YSL Black Opium Delivers Consecutive Quarter Full Funnel Gains on Snapchat

L’Oréal’s YSL Black Opium turned to Snapchat to grow reach with a younger audience, running a two-wave test starting in Holiday 2020. Wave 1 evaluated adding Extended Play (EP) Commercials to Snap Ads, and Wave 2 (Valentine’s Day 2021) tested whether adding an AR Lens to that mix would drive incremental full-funnel impact.

Using a multi-ad-product strategy (Snap Ads + EP Commercials, then plus AR Lens), the brand saw strong lifts: Wave 1 delivered 2x product awareness, 5x purchase intent and 3x purchase conversions versus norms; Wave 2 (with AR) delivered 3x product awareness, 2.9x ad awareness and 5.4x purchase intent. Creative learnings showed prominent branding and product shots, celebrity presence, and holiday-timed AR drove higher ROAS and greater new-buyer contribution.

L’Oreal Paris