Christian Dior Couture: Between Astrology and Augmented Craftsmanship

To mark the launch of its Lucky Collection, Christian Dior Couture, Snap, and creative studio Playar have designed a unique activation blending craftsmanship, astrology, and augmented reality. This experience, available exclusively on Spectacles, allows you to select a card linked to astrological signs, which is then fragmented into four shards. Guided by the house’s iconic bee—symbolizing strength and vitality—these pieces are virtually sewn back together, weaving a link between tradition and modernity, before the card comes to life, revealing the full symbolism of the selected astrological sign. An interactive and sensory experience at the crossroads of craftsmanship and technological innovation, designed exclusively for Spectacles.

Louis Vuitton: An ode to orange blossom, a summer anthem in Augmented Reality

Louis Vuitton, for its part, celebrates the reissue of its iconic fragrance Sun Song, from the Les Parfums de Cologne collection, with an AR experience evoking Louis Vuitton universe and the journey of ingredients. Created by Master Perfumer Jacques Cavallier Belletrud, the scent blends orange blossom, neroli, petitgrain, lemon, and musks for a radiant composition. A true scent melody that announces, enhances, and prolongs the summer season.

This iconic fragrance is at the heart of a new Spectacles experience developed in collaboration with creative studio Busterwood. Spectacles lets you and your friends interact together with the fragrance’s key ingredients, explore its vibrant visual universe, and bring Louis Vuitton’s symbols to life in 3D. A multiplayer, collaborative experience designed as a sensorial and aesthetic immersion into the world of Sun Song.

A Shared Vision of Innovation and Creativity

This collaboration marks a first in the world of luxury: Christian Dior Couture and Louis Vuitton are the first Maisons to design experiences exclusively for Spectacles.

True to their heritage of excellence and artisanal craftsmanship, Louis Vuitton and Christian Dior Couture reaffirm their roles as pioneers in adopting augmented reality technologies. These experiences on Spectacles embody a new form of creative exploration and augmented storytelling—where technology enhances emotion.

Crafted for Luxury
Previously hosted in luxury capitals including Paris, Milan, and Geneva, Snapchat and The Business of Fashion (BoF), brought the first-ever Crafted for Luxury event to Dubai. The event explored the growing influence of GCC locals in the luxury market and emphasized the need for brands to adopt a hyperlocal approach.

Kingdom’s Lenscape
To celebrate Saudi Arabia’s 94th National Day, Snapchat launched Kingdom’s Lenscape, a multi-brand AR campaign that highlighted the nation’s unity, pride, and culture. The campaign featured two unique experiences:

• FAKHAR: An immersive journey into virtual landscapes showcasing brands' contributions to the Kingdom's progress.
• KARAM: A digital marketplace featuring exclusive offers and limited-edition products. Users engaged with hero products in real-time while seamlessly transitioning to brand websites for purchases, celebrating the culture of gifting in Saudi Arabia.

Saudi Office Opening
Snap Inc. expanded its footprint in Saudi Arabia with a new office and the launch of Majlis Snap for Content Creators in Diriyah’s JAX District which offers training, educational programs, and collaboration opportunities for local talent. The opening ceremony, attended by Snap CEO Evan Spiegel and key Saudi officials, marked a milestone in Snap’s commitment to nurturing local talent and creativity.

TASAWAR Wins Big at MEPRA
Snapchat’s TASAWAR exhibition, in collaboration with the Saudi Ministry of Culture and Fashion Commission, pushed the boundaries of fashion and beauty using augmented reality. Winning four awards at the 2024 MEPRA Awards, including Best Fashion Campaign, Best Technology Campaign, Best Launch / Live Event / Stunt, and Best Use of Visual Communication.

At the end of each month, here at Netizency, we delve into the ever-evolving world of social media and online platforms in the Gulf. Our goal? To shine a spotlight on the key trends that matter and dissect the conversations making waves. To achieve this, we've curated a set of keywords in both Arabic and English that encapsulate discussions relevant to the region's main industries. These keywords are then sorted based on the frequency of mentions, allowing us to analyze the discourse across social and online media throughout the entire month.

Electronics remains the most mentioned category, while Health surged from fourth to second in August, surpassing Entertainment and Education. In terms of interactions, Entertainment and Automotive dominate, leading the pack among all categories. What’s all the chatter about? Let’s explore the details.

Top Themes

Electronics/Technology

HONOR stole the spotlight in August's Electronics chatter with the debut of its Magic V3 at the IFA 2024 Consumer & Electronics Show in Berlin. The launch created a buzz with tech reviews, pre-order links, and extensive media coverage. However, the conversations particularly intensified following HONOR’s playful jab at Samsung for flaunting the V3’s slimmer 9.2mm profile versus Samsung’s latest 12.1mm model. In a clever twist, a mini apology to Samsung users was etched onto the Magic V3's hinge, in collaboration with UK micro-artist Graham Short. Here’s the first part of the message:

“Dear Samsung Galaxy Z Fold owners, we’re sorry. We know you were excited to buy a phone that folds in half and fits in your pocket, awkwardly. You were promised the future, a technical marvel, a world of boundless multitasking and performance. And now, you're probably looking at the new HONOR Magic V3 and feeling a little… betrayed…”

This bold move generated lively discussions and bolstered HONOR’s reputation as a daring competitor.

Nostalgia often hits us in unexpected ways, and feature phones seem to be one of those triggers, as evidenced by the recent spike in the Electronics dashboard following HMD's Barbie phone launch in partnership with Mattel. It's a simple flip phone, clad in bright pink, with minimal apps and a cheerful “Hi Barbie” greeting you on startup. As the buzz about Barbie phones grows, we've noticed particularly interesting reactions from Saudi women who are eager to buy them. They fondly remembered a time when phones were just for calling and texting and saw this phone as a perfect tool for a digital detox. Meanwhile, others joked that this phone would have been a big hit—20 years ago!

Meanwhile, the launch of Grok 2 on X stirred up a variety of reactions, leading to a surge in chatter. Tech enthusiasts were quick to highlight the platform's new image generation capabilities and other enhancements designed to elevate X’s generative AI experience. Others eagerly shared screenshots of the diverse outputs they received from the AI chatbot, ranging from witty quotes to altered images of political figures—an option made available due to Grok 2’s lack of restrictions on political illustrations and real people. While many found these entries amusing and reposted them, others raised concerns about misinformation and deep fakes, underscoring the need for regulation and tech governance.

Health

Mpox dominated Health headlines across the GCC this August. Numerous reports covered the World Health Organization's declaration of the outbreak as a public health emergency of international concern following the identification of a new virus variant. Conversations centered on the number of cases, quarantine protocols, and intensified surveillance for early detection. Health entities used social media to highlight how easily the virus spreads through routine close contact, while providing information on its symptoms, diagnosis, and treatment.

Outbreak news gained further traction in Health discussions this month, particularly regarding Polio's resurgence in Gaza after 25 years. Reports detailed the urgent efforts by the United Nations and local health authorities to launch a comprehensive polio immunization program in the city. The UAE’s pledge of $5 million for a polio vaccination campaign in Gaza as a response to the outbreak was also a popular discussion theme.

McDonald’s UAE also entered the Health conversations this month, with its new initiative supporting the first free medical center in the Emirates. Building on a six-year partnership with Emirates Red Crescent, McDonald’s UAE has pledged ongoing donations to provide free healthcare services to over 3,000 patients each month across the country. Many users praised the CSR campaign, especially against the backdrop of the rising cost of living.

Entertainment

Securing third place across categories, the Entertainment chatter was anything but dull. Let’s explore the details.

Cristiano Ronaldo launched his YouTube channel, “UR· Cristiano,” in August, and within just 24 hours, he amassed an astonishing 20 million subscribers, setting a new record for the quickest subscriber growth on the platform. He’s now cruising with 56 million subscribers (by the time this article was written). The soccer superstar has been posting videos covering everything from soccer and family to wellness, nutrition, and business. Fans flocked to social media to celebrate his milestone, while others eagerly crunched the numbers to see just how much the soccer icon made from his YouTube debut.

The Indian film 'Aadujeevitham: The Goat Life', which recently premiered on Netflix, also made waves in Entertainment chatter, though not for the best reasons. Adapted from Benyamin's novel, the film depicts an Indian man’s working conditions in Saudi Arabia after seeking work there. This portrayal has faced criticism from Saudis, leading to boycott campaigns against Netflix. The film’s IMDb rating reflects this discontent as well, with Saudi viewers giving it a dismal 1 out of 10. Hashtags like #GoatLifeDoesNotRepresentUs and #Saudi_Is_A_RedLine (in Arabic) have also trended, with critics accusing the film of exaggerating a rare instance of abuse, perpetuating negative stereotypes about Saudi Arabia’s treatment of migrant workers.

On a brighter note, August saw an uptick in positive sentiments among football fans across the GCC as Saudi Arabia’s bid to host the 2034 World Cup was confirmed. The tournament will span 15 stadiums across five cities, including 8 in Riyadh. Fans flooded social media with videos of the stadiums using #Saudi2034bid, further igniting excitement and national pride. Coverage also highlighted FIFA's publication of Saudi Arabia's official World Cup 2034 bid book and noted the support from over 140 countries for the country’s bid, marking a significant milestone for the tournament.

That wraps up our monthly recap! To stay in the loop with the latest social media trends, subscribe to our weekly newsletter and receive them directly in your inbox.

The study focuses on the evolution of the Saudi digital shopper and the growing desire for brands to integrate immersive technologies that elevate the shopping experience. To build and maintain a competitive advantage in the new era, retailers need to look at digital not as an add-on to their traditional business model, but as the backbone to new, hyper-responsive ways of working to attract and win the loyalty of customers that, today, have more choice than ever before.

This is largely defined by evolving preferences as shopper behavior becomes more complex, further adding nuances to the digital footprint within KSA. Today, Saudi shoppers are demanding more convenience in digital and physical shopping, without the demand of spending too much of their free time. There is an increasing need for new modes of personalization and privacy, especially with Saudi shoppers who prefer having a transparent data security policy. Another aspect found to play an instrumental role in shaping the future of commerce is the more linear shopping journey, increasingly driven by sophistication. Artificial intelligence (AI) enables hyper-personalization, which includes leveraging real-time behavioral data and advanced analytics to offer the right promotions and tailored messages in real time.

Abdulla Alhammadi, Regional Business Lead for KSA Market at Snap Inc. said, “Over the years, we have seen AR evolve from being just a mode of entertainment and self-expression to delivering true value for both consumers and businesses. AR is already transforming the industry and is slated to metamorphosize every shopper’s journey in the near future. Today, as we ponder the future of retail, it's time to be agile and adapt wholeheartedly to the latest in commerce. We at Snap Inc. believe in unlocking previously unimaginable creative possibilities, helping to make the consumer journey even more personal, accessible, and convenient. Together with our partners, we have seen great results among our communities and we look forward to widening the circle for AR as a tool that leads brand engagement, with a larger scope for personalization within a safe space for consumers.”

Roy Hintze, Partner, Deals Strategy & Operations at PwC Middle East said, “Our latest paper shows that consumers’ shopping journeys are becoming more drawn out as they look for promotions and reduced prices. However, they are willing, to a great extent, to pay more for local products to support their local economies and to get convenient and more bespoke services.”

Norma Taki, PwC Middle East’s Consumer Markets Leader, added, “While retailers are dealing with higher costs and supply chain issues, their challenge is to retain the loyalty of digitally savvy shoppers who are seeking the convenience of buying online with the confidence of buying in-store. They need to meet the evolving needs of this new generation of hybrid consumers who easily switch channels and blur the lines between online and offline into phygital.”

Panos Linardos, Chairman of the Retail Leaders Circle, said, “At the Retail Leaders Circle, we examine regionally-significant emerging trends to drive positive industry change. We see retailers exploring new ways to bridge the physical and digital divide to meet changing customer preferences. We hope this whitepaper will inspire more businesses to design customer journeys around digital integration, including AR, as part of the retail planning process.”

According to the whitepaper, there is a major gap between how AR is perceived by consumers and how it is perceived by brands. Based on the Snap Inc. and IPSOS Augmentality Shift report, while 94% of brands consider AR to be primarily for fun, only 53% of consumers in KSA see it this way. Seven out of ten consumers now identify shopping as their main reason for using AR, while 84% of consumers are interested in using AR to interact with a product before buying.

Emphasizing a world where online shopping is focused more on the people, not the product, Snap Inc.’s findings administer a future of retail driven by self-expression that is open to different sizes and cultures. Secure AR shopping has also been found to be a fun, inclusive, and convenient way to discover, try, and buy fashion and beauty. AR can showcase products, push creative boundaries, drive real sales, and help reduce returns. AR try-on technology is the next evolution to transform the industry, giving anyone the opportunity to access fashion, no matter who they are or where they are. 250 million people already engage with AR on Snapchat every day and Snapchatters now play with AR more than six billion times a day on average.

Read the whitepaper here.

Ray Tracing simulates the way light behaves with objects in the real world. AR developers now have the ability to create AR elements that reflect and interact naturally with their real-world surroundings. Traditionally, Ray Tracing has been used to enhance realism in console games. AR objects of different materials, such as metals, stones, glass, and even specific fabrics can take in the environment and have light bounce off of them in a realistic manner. Virtual try-ons of jewelry, sports cars, clothing and more will have a whole new level of detail and lifelike quality to them.

Jake Thomas, Head of UAE at Snap Inc. said in a statement, “Snap’s AR platform makes it possible for developers to build compelling AR experiences by offering the most advanced tools. With tech like Ray Tracing, previously only used in console gaming, we’re arming developers with AR capabilities that understand what’s in the camera’s scene, reflect how elements interact naturally, and render those AR objects realistically. We can’t wait to see what our 300,000 plus Lens creators and developers from around the world will create for Snapchatters with the help of Ray Tracing.”

Light reflections are significant to a vast number of AR experiences, including Lenses that feature: virtual products (jewelry, handbags, eyewear, electronics, metallic apparel fabrics), gaming & sports (auto, courts, buildings), architecture & entertainment (structures, windows, rooms), and self-expression (highlight, reflective and metallic textures applied to face meshes). Brands and creators now have a new opportunity to dazzle consumers in an immersive way.

Ray Traced Reflections is the first Ray Tracing feature launched by Snap and sets the foundation for other advanced lighting features that Snap will bring to AR, including Ray Tracing Shadows, Ambient Occlusion, Indirect Lighting, and Refraction.

Making AR capabilities accessible on mobile is a core and critical demand of businesses and consumers alike.

According to a recent study by Checkout.com, about 83% of consumers in the region have indicated that they’ll keep or even increase their present level of e-commerce spending through 2022. In particular, experts forecast that “social commerce” (s-commerce) will be one of the region’s key e-commerce trends over the next 2-5 years. Already, 14% of consumers we’ve surveyed say they most frequently conduct their online shopping specifically within a social media app.

As digital commerce increases, today’s creative technologies are a double-edged sword for retailers. While they can open up exciting new shopping channels, the online marketplace is an increasingly competitive one. Often, consumers will place more value on a convenient, personalized, and engaging retail experience than on a specific retailer or even a specific brand. Therefore, it both literally and figuratively pays to stand out from the crowd.

Snapping up the opportunity

Within this context, today’s advancements in augmented reality (AR) will prove crucial in helping digital-savvy marketers to win in the upcoming shopping season. These AR tools are far from just ad products — they are immersive and contextual experiences that can be part of a brand’s retail strategy.

AR is now emerging as a powerful tool for shopping, entertainment, engagement, and more. An average of 80% of consumers in the UAE and KSA, for example, expect and desire to use AR as a practical “tool” in their everyday lives. Moreover, interacting with products that have AR experiences leads to a 94% higher conversion rate amongst consumers in these two GCC countries. Globally, AR delivers almost 2x the levels of visual attention compared to their non-AR equivalent.

On platforms like Snapchat, we have seen audiences in the region truly embrace AR. Over 85% of our MENA daily users interact with Lenses every day. Being exposed to AR campaigns, Snapchatters also spend more generally than the average shopper across all Q4 moments. In fact, during the month of November, campaigns running Lenses on Snapchat delivered a 5.5x higher average purchase value compared to the ones running other formats.

This reality presents a great opportunity for brands, but how does one make the most of this potential?

It begins with understanding the celebration cycle. This cycle starts on the path to purchase, as every day before the sales season represents a chance for brands to build interest and create experiences that lead to conversion down the line.

It’s also helpful to think of campaigns that combine entertainment and utility — something that AR is ideal to deliver. A virtual try-on of cosmetics, or a new pair of sneakers, generates light-hearted, shareable content amongst consumers. But it also serves a utility function in enabling them to try products on the go, from anywhere. Approximately 65% of shoppers on Snapchat in KSA and the UAE, for example, agree that AR gives them more confidence about product quality. Over half want to use AR technology to assess products, allowing for a risk-free “try-before-you-buy” experience. Nearly three in four say they’re willing to pay more for a product that promises the total transparency that AR can provide. That has significant implications considering that returns are a $550 billion drain on retailers’ bottom-line globally.

Of course, data-driven measurement needs to sit at the heart of any campaign. For advertisers, we’re bringing the same level of data-driven measurement and management that’s available for video ads to AR. Brands running innovative AR campaigns can now optimize against many of the same goals offered for video ads, and thus more easily combine these tools to breathe life into their campaigns.

As the fall shopping season inches nearer, retailers should ultimately stay focused on a consumer-centric plan based on creating experiences. Technologies like AR are no longer a new innovation or a nice-to-have, but something consumers expect.

Based in Dubai, Hobeika is an expert in the digital ecosystem, from both commercial and product perspectives. A tech enthusiast and entrepreneur, Hobeika is the founder of two successful startups – the last of which was an e-commerce venture. He most recently played an integral role in launching TikTok’s advertising business in MENA. He is rejoining Snap after being part of the initial team that launched Snap in the MENA market in 2017.

In his new role, Hobeika will be responsible for defining Snap’s advertising product strategy in the region. He will be focusing on performance-oriented brands, consulting with both brands and agencies teams on how they can drive significant business ROI, utilizing Snap’s full suite of video and augmented reality products. His responsibilities include building awareness and adoption of Snapchat’s performance advertising solutions.

Jake Thomas, UAE Market Head at Snap Inc., said in a statement: “We’re extremely excited to welcome Zadi back to our Snap MENA team. We know from experience that Zadi will add tremendous value to both our team and to our clients. We firmly believe that Zadi will help drive our efforts in positioning Snap’s strength in the performance ecosystem. We look forward to seeing the impact Zadi will have.”

Hobeika added: “I am thrilled to be re-joining Snap’s MENA team and excited to build out unique and impactful product strategies that help drive the company’s growth in the region. Snap offers brands the most effective way to engage with a large, growing, unique, and valuable Millennial and Gen Z audience and innovative technologies such as augmented reality that drive tangible business impact. I look forward to combining my expertise with all that Snap has to offer.”

The business opportunity is all the more substantial as almost all of the Gen Z and Millennial population in KSA is anticipated to be frequent AR users by 2025. Similarly, almost all UAE users of social and communication apps will be frequent AR users by 2025, the survey showed.

The study suggests that the potential of AR in retail will only grow in the next decade. The ecosystem is maturing fast, with 78% of respondents in KSA and 73% in the UAE saying they can successfully identify AR when they see it. Although AR is generally still seen as a "toy," an average of 80% of respondents in both GCC countries expect and desire to use it as a practical "tool" in their everyday lives. Furthermore, 90% and 87% of shoppers in KSA and UAE respectively say they are likely to use AR when they come across it.

On Snapchat in particular, while the majority of users in the Kingdom and the UAE use AR regularly to shop, 66% of Snapchatters in both countries say the platform will be even more important for shopping in the next five years.

Hussein Freijeh, General Manager for MENA at Snap Inc., said, "We believe that Augmented Reality ultimately adds both utility and entertainment to people’s lives. So, while hundreds of thousands of Gen Z and Millennials in Saudi Arabia and the UAE have embraced AR tools, brands also have an invaluable opportunity to connect with existing and prospective customers in exciting new ways."

Dany Hajjar, Partner – Consulting at Deloitte Digital UAE, said: "As AR evolves, it will revolutionize our lives and become as significant a technology shift as the web or mobile was to society – changing how we view and interact with the world around us."

The Deloitte study also finds that the potential for AR to capture consumer attention is unrivaled, even in a world awash in social media content. AR delivers almost twice the level of visual attention compared to its non-AR equivalent, leading to improved memory retention and more powerful responses from consumers. The social aspect of AR also makes it possible to convert more customers through word-of-mouth, with 41% of users in KSA and 23% in UAE saying that they are more likely than non-Snapchatters to share the experience with family and friends.

Even after their attention is piqued, the report suggests that interacting with products helps consumers make more informed choices. Approximately 68% and 65% of shoppers on Snapchat in KSA and in the UAE respectively agree that AR gives them more confidence about product quality. Nearly three in four consumers in both countries say they're willing to pay more for a product that promises the total transparency that AR can provide. As a result, over half want to use AR technology to assess products, allowing for a risk-free, "try-before-you-buy" experience. That has significant implications considering that returns are a $550 billion drain on retailers' bottom-line globally, and that AR-guided purchases led to a 25% decrease in returns, according to the study.

Moreover, 30% of Snapchatters on average in both GCC countries who have interacted with a brand's AR experience are more likely to purchase products through a brand’s website than non-Snapchatters. Conversely, those operating outside of this realm could find themselves falling behind their competitors, with brands in the Kingdom being 34% more likely to be considered if they have a branded AR experience. The figure is even higher in the UAE where 43% of brands are more likely to grab users’ attention when they have AR presence.

Most recently, Bogaert served as a strategic partnerships manager at Facebook and Instagram, where she was their second employee in EMEA. She has previously looked after partnerships with top celebrities in the UK such as the UK Royal Family, the Beckhams, Jamie Oliver, and Edward Enninful. She then extended her work to pan-European projects with the likes of David Guetta, DJ Snake, Huda Beauty, JR, and Rosalia. She also spent five years at Sony Music working with artists on their brand partnerships, and was previously featured by British Vogue as one of the 25 high-powered and visionary women whose work is shaping Britain’s future.

Jim Shepherd, Snap Inc.’s Head of Talent Partnerships, said: “We are thrilled to welcome Julie to Snap’s Talent Partnerships Team. Julie brings a unique perspective and deep relationships across the talent ecosystem, which will prove to be an asset as we continue to work with public figures and creators to leverage Snapchat’s products, from Stories to Shows to Spotlight and beyond, to grow their audience and build their business.”

Commenting on her new role, which is based in Paris, Bogaert added: “There is immense growth in the region’s talent ecosystem. Our mission is to give public figures and creators the best tools to share their stories and connect with audiences in a meaningful way. I look forward to working with both our clients and partners to further strengthen talent relations in the region.”

Tony Ghazal, the Dubai-based Lead of Snap’s Talent Partnerships for MENA, will work alongside and report to Bogaert. The Snap Star program in the Middle East grew by over 300% in 2020, and now includes famous talent including Saudi Arabian singer Abdulmajeed Abdullah and Arab Idol winner Mohammed Assaf.

This year’s Snap Partner Summit, held on May 20 with ‘utility’ at its core, offered a comprehensive look at what the platform has in store for users, partners, and brands. It also highlighted Snap’s ambitions as a ‘camera company’  and its long-term vision for the camera, augmented reality, and ‘computing overlaid on the world around us.’ 

Snapchat reaches over 500 million monthly active users (MAU) today and roughly 40% of its community is now located outside of North America and Europe. In the Middle East, its monthly addressable reach continues to grow substantially, now over 75 million unique Snapchatters – a 33% rise year on year as of March 2021.

Augmented Reality for Brands & Partners 

Snap introduced new and improved shopping features and capabilities for brands and experiences for Snapchatters. Notably, the next generation of Spectacles, Snap’s first pair of glasses that bring augmented reality to life, was also unveiled.  

• Scan goes to the home screen + Screenshop for e-commerce. More than 170 million Snapchatters use Scan every month and Snap is now adding Scan to its home camera screen. Scan matches what you see through the camera with relevant AR experiences.

• Major AR try-on upgrades. Apparel and accessories are the largest shopping category by far among teenagers. Snap is greatly upgrading its AR shopping capabilities, including new ‘voice-enabled commands’ that let you verbally control AR Lenses; new ‘gesture-enabled controls’ that let you physically signal Lenses to take an action; new ‘wrist-tracking technology’ that kicks off AR try-on for watches and jewelry, and much more.

• Public Profiles for Businesses. Now, partners can establish a permanent presence on Snapchat to showcase their best AR Lenses and Stories — plus a ‘Shop’ page where Snapchatters can browse and buy, which turns Snapchat into a new organic point of sale. Eventually, Public Profiles will also enable businesses to integrate with Map, adding more reach across the core tabs of Snapchat.

• Connected Lenses. For the first time, friends can interact with each other through Lenses, from across the room or across the world. For example, build a LEGO kit together, wherever you are.

• API-powered Lenses. Brands can soon seamlessly build AR Shopping Lenses by simply uploading their product catalogs and 3D product assets through Snap’s API in Business Manager. Snapchatters using these Lenses will get real-time product and pricing updates, and brands will see new analytics on Lens usage.
• Lens Studio 4.0. Snap’s AR creator ecosystem is booming, with 200,000+ Lens Creators around the world who have made nearly two million Lenses viewed by Snapchatters more than two trillion times. Lens Studio, which is free desktop software, adds 3D Body Mesh, Cloth Simulation, and a Visual Effects Editor that makes AR look and move more realistically. 

Developers 

Snapchat now has over 250,000 developers with Snap Kit, nearly 30 million people playing Snap Games every month, and now Map Layers. 

• Map Layers. This new feature layers specialized experiences from partners and Snap right on the Map. The Infatuation’s Layer shows users great restaurants, Ticketmaster’s Layer shows users which concerts are playing where, and the own Memories Layer shows users on the Map where they took their favorite saved Snaps. 
• Poshmark & Ticketmaster Minis + prominent new home for Games & Minis. The Poshmark Mini allows users to join daily shopping events and Ticketmaster Mini helps them browse shows and find friends to go with. Minis and Games can now be found in a more accessible ‘tray’ in the app, just by swiping down from the home Camera screen. This is where Snap Map was found before it was moved to a main tab. 

• Bitmoji partnership with Unity. Game developers can now bring Bitmoji into their mobile, PC, and console games, right through the Unity platform.

• Sticker Kit. This new integration for app developers brings 34+ million Bitmoji, Stickers, and GIFs from Snapchat right into your app, and at your community’s fingertips.

Creators

• Story Studio. This new standalone app gives Creators a suite of intuitive, powerful editing tools to make professional content for mobile, on mobile. Use it to explore insights, like what's trending across Snapchat’s Sounds, #Topics, and Lenses, and share videos right to Snapchat or anywhere else.
• Gifting. subscribers can now send Gifts to official Snap Stars to kickstart conversations. Snap Stars earn a share of the revenue from Gifts, which are received through Story Replies and purchased in Snapchat Tokens. 
• Spotlight on the web.  snapchat.com/spotlight is a new destination where Creators can upload video into Spotlight directly from Chrome or Safari, and anyone, even without a Snapchat account, can see the best of what’s happening.
• Creator Marketplace. Brands can use this new portal in the self-serve Business Manager to find and contact verified creators, starting with top AR Lens Creators and, in the future, Snap Stars and Creators on Spotlight. 

In addition, Snap introduced a new, multi-year partnership with Re:wild, an organization that protects and restores the wild and that’s reimagining what a conservation movement can look like. The company also recently announced plans to make Snapchat more inclusive, working with several noted directors of photography from the film industry to learn techniques they use to best capture actors with darker skin tones. At this Summit, it announced that these features will become available in Camera Kit, so developers all over the world can easily make their cameras more inclusive.