INSTAGRAM GAINS MOMENTUM WITH IMPENDING B2C AR FEATURE: Facebook and L’Oreal are teaming up to give Instagram users the ability to virtually try-on makeup using Instagram’s forthcoming AR camera effects, according to Reuters. Facebook first announced that Instagram would allow brands and creators to design interactive AR experiences for users during its F8 developer conference in May 2018. Already, Facebook’s formed partnerships for the upcoming feature with brands such as the NBA, Buzzfeed, Kylie Jenner, and Vogue. And the addition of L’Oreal serves to add forward momentum ahead of the rollout. Brands using AR filters to engage with consumers and demo their products isn’t new. Sephora, for example, uses a similar tool in its own app to match colors in consumers’ uploaded photos to products in the same shade. The tool, called Color Match, has contributed to the company’s success in e-commerce, helping it become one of the top online shopping destinations for beauty and healthcare products, behind Amazon and Walmart, according to eMarketer. And AR filters are a particularly popular feature on chat apps — for example, over 70 million Snapchat users play with Lenses each day. Facebook is likely hoping that this popularity will carry over to business use cases as it continues to turn its platforms into powerful consumer engagement tools.