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Pacific and Priceline debut Snapchat Spectacles at Melbourne Fashion Fest

Snapchat’s newest technology will stream backstage content through the eyes of leading beauty experts

Pacific and Priceline Pharmacy will today debut Snapchat Spectacles at the Virgin Australia Melbourne Fashion Festival (VAMFF) with exclusive behind-the-scenes beauty footage at the Grand Showcase.

VAMFF’s Official Hair & Beauty partner Priceline Pharmacy and BEAUTYcrew, Australia’s number one online beauty destination, will use Snapchat’s newest technology to stream backstage content through the eyes of leading beauty experts. Users will be given a backstage pass into the glamour and drama before models hit the runway for the Festival’s pinnacle event.

Alex Noonan, content director at BEAUTYcrew, says: “We’ve seen incredible success with live video in the last six months and Snap Specs offers a fun evolution of this strategy.

“Our audience craves service-driven content and this new technology allows us to give them an exclusive backstage pass while teaching them a new season trick or two from the unique perspective of the makeup artist.”

Today’s activation will be promoted across BEAUTYcrew’s Facebook, Instagram and Snapchat in addition to Pacific’s other beauty and fashion brands including marie claire and InStyle.

“Snapchat is an increasingly important platform in our social strategy. We’re always challenging ourselves to come up with new ways to engage with our consumers on this channel and connect them with our partners,” says Joanne Jenkinson, head of network innovation and social at Pacific.

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