Coty-owned Clairol is to use Snapchat’s shoppable lenses, which combine augmented reality (AR) with e-commerce, to enable consumers to virtually try on hair colors and shop directly via the social-media app. Clairol claims it is the first beauty brand to use Snapchat’s shoppable lens technology.

The new lens uses Snapchat’s AR technology, which works with a smartphone’s camera to overlay digital images on real backgrounds in real time. Using the new lens, consumers can try, share and then buy Clairol Color Crave products by clicking on the ‘more’ button, which links to an online retailer.