L’Oréal Paris, which served as the official beauty sponsor of yesterday’s Golden Globes, has also become one of the first marketers to utilize Snapchat’s recently-launched Spectacles as part of a major push.

Yesterday, celebrity makeup artist Sir John as well as two other L’Oréal Paris brand ambassadors wore the smart glasses while getting ready backstage with celebrities as well as walking the red carpet, Digiday reports. Spectacles capture content from a unique vantage point — their wearers’ perspective — and then sends 10 to 30-second videos directly to users’ respective Snapchat accounts.

“We are always looking for new and innovative ways to engage our consumers,” Kristen Comings, L’Oréal Paris’ VP of integrated consumer communications, told Digiday. “Snapchat serves as a proven tool to engage audiences.” L’Oréal was the first beauty brand to run a Snapchat lens ad last summer, Digiday notes, in which Snapchatters could try on eyeliner, mascara, foundation, blush, and lip color via augmented reality.

Other brands have utilized Spectacles — though to a lesser extent, according to Digiday. Last month, for instance, Grubhub used the glasses to capture a day in the life of a delivery man.

Spectacles became available for purchase in November exclusively via a fleet of interactive yellow vending machines called Snapbots, which continue to pop up in tourist-heavy locations across the country.

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