Screen Shot 2014-01-06 at 2.20.25 PMAll brands studied in our 2013 Digital IQ Index: Beauty report are present on Facebook. 89% are on Twitter and 79% are on Instagram. Very few are active on Snapchat, and cosmetics brand Nars became the first to debut a collection on Snapchat in September.

Nars advertised the debut of the Guy Bourdin-inspired holiday collection with a Tweet “The first color cosmetics brand to reveal a collection on @Snapchat? Don’t mind if we do!” For ten seconds, fans who followed Nars on Snapchat could see a few products from the line that was to arrive in stores October 15th.

Nars fans expressed excitement about the use of a new medium, but a few were irked by the short timeframe. Snaps disappeared before they could see colors or read captions. Like all Snaps, they couldn’t be retrieved. Nars reminded disappointed fans (who had messaged the brand) the pictures were just a preview. Overall, positive reactions outweighed the negative and Nars once again made itself known as a digitally savvy brand. If future Snapchat attempts are just as successful, it could become the next popular platform for beauty and fashion brands.

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