Nars Revealing New Collection via Snapchat

Move over Instagram--there's a new (albeit, fleeting) way for brands to connect with consumers via smartphone.
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Nora Crotty
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Move over Instagram--there's a new (albeit, fleeting) way for brands to connect with consumers via smartphone.
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Move over Instagram--there's a new (albeit, fleeting) way for brands to connect with consumers via smartphone.

WWD reports that Nars has decided to unveil its latest product line to fans via Snapchat, a free app that lets users view an image or video for a predetermined, limited number of seconds before it disappears 4-EVA.

The new products, a range of color cosmetics inspired, once again, by late French photographer Guy Bourdin, won't be available for purchase until October 15--but followers of the makeup brand's 'Narsissist' handle on Snapchat will begin receiving sneak peeks of the offerings as early as noon EST today.

It's a very savvy move on Nars's part--Snapchat has grown exponentially in the past several months, increasing from 200 million 'snaps' sent daily in June, to 350 million in September, according the the Wall Street Journal.

That's a lot of dick pics potential for fashion brands to reach their core customers--and, depending on the success of Nars's advertising experiment, we wouldn't be surprised to see more companies utilizing the app in the future.