It’s official: L’Oréal Paris just became the first beauty company to create its own branded filters for shoppers outside a social platform. To promote its beloved Voluminous Lash Paradise Mascara, the brand revealed a pack of five rose-tinted filters on its website in partnership with Adobe Lightroom that will be demo’d by seven famous influencer faces via social media.

Even though everyone loves a pretty face, attention doesn’t always equal equity. Here’s a look into whether the foray is just a fling or the real deal.

Often, filters can come off as too branded, making them unapproachable for social media and of little interest to those uninvested in the brand. On the other hand, some branded filters have done exceedingly well. Kylie Jenner created her own lipstick filters for Instagram and crossed one billion impressions after four weeks, according to the platform. Luckily, L’Oréal Paris may be able to avoid coming  as too gimmicky with its new filters, which are free and not directly linked to the Voluminous Lash Paradise Mascara products on its site.

Though we often advise linking to products, filters are an exception as they’re viewed as universally approachable and appealing, especially with the wide variety of pre-existing options on social media that come with no strings attached. In this case, not attaching a link to product might be the best way for L’Oréal Paris to distinguish itself from the pack.

Fling or not, the filters are swooping in at a good time. Despite acquiring Modiface, a coveted AR tech partner for beauty brands, and dwarfing other beauty brands in its share of AR activity, L’Oréal Group lost its place as the top-ranked enterprise for the first time since 2014, according to Gartner L2’s Digital IQ Index: Beauty. L’Oréal Paris has long been a bright spot for its parent company, earning a top position in Gartner L2’s recent Genius report. It’s no stranger to taking risks either, having launched the UV Sense, a product that marked its first entry into the wearable tech market — a sector which, though trendy, has long struggled to resonate with buyers.

Its latest endeavor is risky too. Flashy filters can often catch the eyes of consumers, but fail to turn into something more committed. Luckily, L’Oréal Group has some experience with them, having previously launched custom filters through Modiface on Facebook with NYX Cosmetics last year, so some guidance could be guaranteed. By keeping these past lessons in mind and maintaining an approachable aesthetic, L’Oréal Paris’ new filters could be the start of something real.

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