Pret-a-Reporter

Tiffany & Co. First Luxury Jeweler to Launch Custom Snapchat Lens

@tiffanyandco/Instagram
Pyper America Smith for Tiffany & Co.'s #LoveNotLike campaign

Too bad it's not a filter featuring Holly Golightly's tiara.

Tiffany & Co. is tapping into millennials and Gen Z with its latest marketing efforts.

The luxury jeweler has launched its own Snapchat lens, which offers real-time special effects and sounds, as part of its #LoveNotLike campaign. For Tiffany & Co, its custom lens — moving Tiffany's blue and white hearts — will be available on Thursday in the U.S. and Australia (and on Friday in Italy), according to WWD. (We would have preferred Holly Golightly's tiara from Breakfast at Tiffany's, tbh.)

The fashion trade reports that Tiffany will also have a sponsored geofilter at its 93 U.S. locations through Aug. 31 that shoppers will be able to access at their stores.

As part of its social media-driven efforts (the campaign will appear on Tiffany's social media channels including Instagram, Twitter and Facebook), Tiffany also tapped three models from the Insta-famous set to model its Return to Tiffany Love collection: 19-year-old Imaan Hammam (who appeared on Teen Vogue's August 2015 cover), 20-year-old Fernanda Ly (who appeared on Teen Vogue's December/January 2015/206 cover) and 18-year-old Pyper America Smith (sister to model Lucky Blue Smith and bass player of The Atomics).

Tiffany is the latest luxury label to get into the Snapchat lens game (the first for a high-end jeweler); Michael Kors created a one-day-only Snapchat filter that allowed users to virtually try on its Kendall II sunglasses on June 27 (which happened to be National Sunglasses Day). Elie Tahari also incorporated Snapchat with its recent political campaign — which featured female model model Shlomit Malka behind the desk in the Oval Office (clearly a nod to Hillary Clinton) — by creating a special filter that allowed users to see themselves as Commander-in-Chief.

Tiffany first launched its Snapchat account, "Tiffanyofficial," in April, with takeovers from Reese Witherspoon and Eve Hewson at the brand's annual Blue Book Gala.

The American jeweler's continuous push to woo the younger crowd comes shortly after it launched its first celeb-fronted campaign starring Lupita Nyong'o and Elle Fanning.

 

For Fernanda Ly @warukatta, it’s always #LoveNotLike. #ReturnToTiffany #Tiffany #TiffanyAndCo

A photo posted by Tiffany & Co. (@tiffanyandco) on

 

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