Lancôme is experimenting with voice recognition on Snapchat.

The beauty house is currently testing the Voice Machine Learning tool implemented on the social media platform. It kicks off with La Vie est Belle, one of the brand's best-selling fragrances.

Voice Machine Learning for Lancôme's holiday campaign

Voice at the service of augmented reality. For the holiday season, Lancôme - one of the brands with the highest media value in the luxury perfume category - aims to bring a new dimension to its brand experience on Snapchat by leveraging the voice recognition technology of Lens Studio, Snapchat's lens creation software.

The concept? Encourage social media members to speak the name of the perfume out loud to activate augmented reality content with a seasonal theme. "Through this unprecedented augmented reality experience, Lancôme aims to share the magic of Christmas and engage its audience in a playful and completely new activation to stand out in a commercially significant period," says Charles Dalibot, Head of CPG at Snap.

Developed by the brand in collaboration with the teams at the Busterwood agency, this operation aims to appeal to new generations of consumers. According to figures provided by We Are Social, 21.1% of the international site's audience is aged 13 to 17, and 39% are aged 18 to 24.