TikTok, Instagram, and X tend to dominate the news about social media (and users’ attention) these days, but if a new Cartier initiative is any indication, Snapchat still has a horse in the race.
Celebrating 100 years of its Trinity collection, Cartier has partnered with Snapchat on an exclusive AR (augmented reality) lens that allows users to try on a Trinity ring.
“With a few simple taps, the Cartier Trinity ring lens lets you discover the collection, try on the classic Trinity ring, and shop wherever, whenever,” it says on Snap’s blog. “Our new ring try-on technology, coupled with ray tracing and hand tracking, makes it more precise and lifelike than ever before. When your hand moves, the ring follows, and Cartier’s classic Trinity ring sparkles in a way that’s true to life.”
The virtual try-on is a big deal for social commerce—e-commerce in general, really—particularly for the jewelry industry, where trying on jewelry is such a vital point of contact with customers.
While Snap has been using AR for some time to facilitate product try-ons for its users, it called the Cartier lens a “first-of-its-kind” experience, built with a focus on diamond and metal and on accuracy of the fit on users’ hands.
The new technology, which uses machine learning to predict the 3D hand surface, permits users to move their hands freely to get an idea of how the ring would appear on them—just as they would while trying on a ring in a store.
To find the Cartier Trinity lens, users can visit Cartier’s profile on Snapchat.
(Image courtesy of Snap)
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