Social media platform Snapchat is collaborating with L’Oreal on a pop-up augmented reality (AR)-powered beauty vending machine at Westfield, White City.

Using a custom gamified Snapchat Lens, consumers using L’Oreal's Colour Protect haircare range will be able to play a game to unlock a free refill of the company's refillable hair colour pouch.

Snapchat lenses use AR to create images and video with 3D effectives, objects, and characters.

The pop-up machine, which will be at the West London shopping centre from 11th - 13th April, is designed to "drive a behaviour change in a deeply established haircare category" by driving customers to refill their old shampoo bottles.

Snapchat says that given 81 per cent of its users agree that AR can be a fun way to learn about new products, and are 1.6x more likely than other app users to use it to invite others to shop with them, this campaign "brings together the best of its digital possibilities."

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