With sponsored lens, Tiffany shifts its social focus to Snapchat

On Friday, in a snap posted by Kylie Jenner with her sister Kim Kardashian, Tiffany’s logo and signature robin’s egg blue appeared atop the photo and matching blue hearts dotted Jenner’s eyes. The selfie was a high-profile use of Tiffany’s first sponsored lens on the platform, part of the company’s biggest push on Snapchat yet.

Makeup brands like Maybelline, L’Oréal and Urban Decay have embraced sponsored Snapchat lenses in the past, particularly using the augmented reality technology to display different lipstick shades, but Tiffany is the first luxury brand to sponsor a lens, which also draws a white heart with the text “Return to Tiffany Love” scribbled on top when users smile into the camera. The heritage brand is expected to have spent around $700,000 for the activation, the estimated price for sponsored lenses as the company doesn’t disclose cost.