×
You will be redirected back to your article in seconds

Ariana Grande Using Snapchat to Launch ‘Sweetener’ Merchandise via a Shoppable Selfie Lens

Ariana Grande is revealing new merchandise tied to her new album, “Sweetener,” exclusively on Snapchat with a custom selfie Lens — which also will let fans purchase the product through the app.

Grande’s new Snapchat Lens will go live at midnight PT (12 a.m. PT/ 3 a.m. ET on Thursday).

The Lens features a pastel tie-dye face mask, with a snippet of her song “breathin” from the new album. The face mask itself will be available to purchase for $20 exclusively through Snapchat. It’s is the first time an augmented-reality selfie Snapchat Lens features a replica of an artist’s album merchandise — letting users virtual try on the product before purchasing it.

Here’s what Grande’s “Sweetener” face mask and shopping experience look like, courtesy of Snapchat:

Grande’s shoppable Snapchat Lens will be available to Snapchat users worldwide. The purchase also comes with pre-sale ticket access to the singer’s 2019 headline tour. In addition, customers in the U.S. who purchase the face mask will also get a link to download the album.

To access the Lens, users must open Snapchat with the camera in selfie mode and tap any surface to activate the Lens carousel, then select Lens icon with the “Sweetener” face mask and music note.

While using Grande’s Lens, users will see a “Shop” button. Tapping on the button will take them to an e-commerce menu where they can purchase the face mask. If users see the “Sweetener” face-mask Lens in a Snapchat Story posted by a friend or celebrity, they also can swipe up to buy it.

“Sweetener,” Grande’s fourth studio album, was released on Aug. 17 by Republic Records.

Regardless of how well her $20 face mask sells, Grande’s use of Snapchat to exclusive push the merch is a feather in Snap’s cap, coming after celebrities like Kylie Jenner and Chrissy Teigen joined the backlash against the company’s app redesign earlier this year.

More Digital

  • Magic leap Is Hiring to Build

    Magic Leap Plans to Expand to Mobile AR

    Magic Leap is getting ready to embrace augmented reality (AR) on mobile devices. The company is currently looking to hire a senior software engineer for mobile AR, who will be tasked with “expanding Magic Leap’s platform to mobile devices,” according to a new job listing. A Magic Leap spokesperson declined to comment. Magic Leap released [...]

  • Microsoft

    Microsoft Hints at Mixed Reality Update for Mobile World Congress

    Microsoft may give us an update on its Mixed Reality ambitions at Mobile World Congress in Barcelona next month: The company sent out invites for a press conference Wednesday that list Alex Kipman, who leads its augmented and virtual reality efforts, among the speakers. Kipman will speak together with Microsoft CEO Satya Nadella and corporate vice [...]

  • Sinclair Enters Streaming Arena With Local

    Sinclair Enters Streaming Arena With Entertainment Bundle and Local Channels

    Sinclair Broadcast Group is diving into the increasingly crowded streaming platform arena with the launch today of Stirr, a free OTT entertainment bundle offering local news and general entertainment, sports and lifestyle channels. Sinclair aims to leverage the near-national reach of its sprawling station group with its strong local presence in markets across the country [...]

  • variety digital innovators

    Variety's Digital Innovators 2019: The Trailblazers Pushing Media Boundaries

    A decade ago, when the streaming-video revolution was in its infancy, the internet was more complementary than disruptive to Hollywood. Those days are gone. New platforms have risen up as Silicon Valley players have bulldozed onto the scene, and the media biz is rebuilding the ways it reaches audiences. With the inaugural Variety Digital Innovators [...]

  • MODEL RELEASED Hand holding iPhone with

    Netflix Q4 Preview: Price Hike Signals Strong Year-End Quarter

    Netflix is feeling its oats with a price hike across all streaming plans in the U.S.: Coming just two days before it reports fourth-quarter 2018 results, the timing of the fee increases may indicate the company will report a big beat on Q4 expectations. The streamer is scheduled to report earnings on Thursday, Jan. 17, after [...]

  • IMDb UnMade - Rainn Wilson, Nick

    Amazon's IMDb Launches Original Series 'UnMade' About Comedians' Rejected Hollywood Pitches

    IMDb, the Amazon-owned entertainment database, has premiered its latest original show: “UnMade,” featuring Rainn Wilson, Nick Cannon, Kristen Schaal, Reggie Watts and other comedians discussing early pet projects that were never produced, until now — sort of. In each episode, one of the guest comedians recounts a project they created and pitched back when they were [...]

More From Our Brands

Access exclusive content