In this new episode of the Luxury Podcast, I had the pleasure of welcoming Geoffrey Pérez, Global Head of Luxury at Snapchat, for an exciting conversation about the evolution of augmented reality through social networks in the luxury universe.

Geoffrey's unique journey, from his beginnings in commerce to digital advertising

From a family of merchants in the Paris suburbs, Geoffrey grew up surrounded by the world of fashion and luxury. While his early ambitions were directed towards cinema and special effects, it is ultimately advertising that becomes his playground. After a notable stint at Publicis, and then at Yahoo where he honed his digital expertise, Geoffrey joined Snapchat in 2016, at the opening of the Paris office. His challenge: to convince luxury brands to invest in a platform still unknown in France by demonstrating its potential to younger generations.

Snapchat and luxury: a strategic turning point

In this episode, Geoffrey talks about how Snapchat has successfully transformed the communication of luxury brands. The app, long perceived as simply a messaging and instant photo-sharing tool, is now a major player in digital, offering brands the ability to reach Gen Z (who are expected to represent 30% of luxury customers by 2030) and Millennials through immersive virtual formats. Geoffrey explains how the platform has established itself as a strategic partner for the biggest houses, from Dior to Gucci, including LVMH and Prada.

Augmented reality: an essential lever to attract the new generation

One of the highlights of the episode is dedicated to the place of augmented reality in the strategy of luxury houses today, which has also become one of Snapchat's strategic pillars. Geoffrey details the impact of filters and immersive experiences, which allow consumers to virtually try on glasses, sneakers, or accessories directly from their phones. More than a gadget, this technology becomes a way to create an intimate and emotional connection between brands and their future clients.

Upcoming innovations

Through this exchange, we decode the vision of the future for Snapchat and its partnerships with luxury: the next step lies in social commerce and the increasingly seamless integration of augmented reality into our daily lives.

What you will discover in this episode

• The inspiring journey of Geoffrey, from his beginnings internationally to advertising, before arriving at his current role at Snapchat

• How Snapchat has revolutionized the communication of luxury houses

• The importance of creating brand preference early on with new generations

• The strategic impact of augmented reality on customer experience

• The upcoming innovations that will transform the relationship between luxury and digital

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🎧 Listen now to the episode with Geoffrey Pérez – available on all platforms.