Kay Jewelers launches first ever jewelry-category Snapchat lens

While beauty industry leaders are integrating augmented reality (AR) into their omnichannel shopping experiences, Kay Jewelers has unveiled the first custom Snapchat lens for the jewelry category.

Kay Jewelers - Snapchat World Lens

The lens will give customers the option to try on three different Kay jewelry looks. Users in selfie mode can try on layered necklaces in rose, yellow, and white gold using AR.

Switching the camera to world mode, customers can can play an interactive game of stacking rings and bracelets, with a visual surprise that is revealed at the end. Kay Jewelers has also integrated its "Kay kiss" branding with a secret prompt for the lens.

Kim Kanary, Vice President, Public Relations and Social Media at Kay Jewelers said, “We know that consumers like to browse and research jewelry selections digitally, but still value the opportunity to experience the physical try-on in store." Kanary said the custom lens combines those consumer behaviors in a fun new way for consumers to experience the brand.

Snapchat users need only point their phones at the customized Snapcode and press hold to access the Kay lens.

There are currently 178 million people using Snapchat. It is the largest AR platform with 1 in 3 users engaging with lenses for an average of three minutes each.

Kay Jewelers operates 3,600 stores and is the number one jewelry store in America. It is operated by Signet Jewelers Limited, which is the world’s largest retailer of diamond jewelry.

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