This past weekend, L’Oréal Paris became the first beauty brand to launch a Snapchat lens ad, to promote its Infallible Silkissime eyeliner.

“Over the last year, we’ve been focusing heavily on Snapchat as we recognize that this social media platform serves as a tool to engage the millennial audience and is an entirely new storytelling format that is relevant to all audiences,” said Kristen Comings, VP of Integrated Consumer Communications at L’Oréal Paris. “We chose to launch it over the weekend because we know that the weekend is when the bulk of lens usage happens, and we want to capitalize on the playfulness of Snapchatters.”

The Snapchat lens was designed internally by L’Oreal, which collaborated directly with Snapchat on the initiative. Snapchat has seen a good deal of success recently by cutting out the middle man and pitching its expensive ad formats ($450,000 for lenses, rising to $750,000 for major events and holidays) directly to brands. One other recent example: Taco Bell collaborated with Snapchat’s internal creative team to launch its Cinco de Mayo campaign. The result? 224 million views in 24 hours.

(read more at AdWeek)