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Snapchat is taking a big leap into virtual fashion with its first-ever Bitmoji make-up drop. This new feature will allow Snap users to outfit their Bitmoji characters with the latest lipstick shades from e.l.f.
Check out this example, now you can spice up your cartoon avatar with new make-up, giving it a fresh look with the latest from e.l.f.
Perhaps it sounds a little odd as a promotional tactic? I mean, seeing what a lipstick looks like on a Bitmoji version of yourself isn’t quite the same as trying it on in real life.
Or is it?
Even so, there may be significant value here, especially when you consider the broader metaverse shift. The metaverse, at least in theory, will place more emphasis on digital avatars as a means of connecting and representing ourselves online.
Snapchat has already enabled several Bitmoji clothing drops, allowing users to dress their characters in styles they love. Snap reports that there are now over a trillion possible outfit combinations available for Bitmoji characters, “creating endless opportunities for your digital wardrobe.”
And these virtual outfits can indeed influence real-world purchases. Snap also says that 74% of Snapchatters style their Bitmojis in the same brands they wear in real life.
It stands to reason, then, that seeing yourself in these digital versions of products can reflect actual shopping intent and likely behavior as a result.
Perhaps, these insights will extend to make-up looks too. This could make it a valuable, engaging activation, and a future consideration for more beauty releases. You can bet that other beauty brands will be paying attention in order to see how Bitmoji activations can represent their next releases.
According to Snap, users will be able to try out eleven different shades of e.l.f.’s “O FACE Satin Lipstick”, both on their Bitmoji avatar and on their own lips, via an additional Try On Lens experience. Users will then also be able to purchase the product in-stream, via dedicated Bitmoji drop link.
This is an exciting development, and an interesting angle for Snap, which is looking to encourage Bitmoji use as a possible link into the next stage of digital connection.