Just in Time for the Holidays, Snapchat is Giving the Gift of (New) Filters


Social Media Week

Score! Snapchat is rolling out new filters to try on your parents and grandparents this weekend, including Santa beards, Rudolph noses, and light-up reindeer antlers.

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You can stop over-using that reindeer filter because Snapchat is rolling out a slew of festive overlays just in time for the holidays.

In a Mashable exclusive, the platform introduced the new selfie filters, which include phosphorescent antlers, a wintery flower crown and Santa-inspired facial hair. Snapchat is also partnering with retailers like Bloomingdale’s, Hollister and Nordstrom to bring you branded filters, including a snow globe and Rudolph the Red-Nosed Reindeer.

Snapchat has become synonymous with selfie filters since introducing them in September 2015. The technology behind the filters was originally created by a Ukraine-based company called Looksery, which was acquired by Snapchat for a reported $150 million, marking one of the largest exits in Ukraine history.

According to the company website, the firm employed just 15 people at the time of the acquisition, with staffers based in San Francisco and Eastern Europe. Today, the Looksery team functions as a part of the broader Snapchat organization. Given the range and quantity of new selfie filters emerging daily, they seem to be keeping busy.

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Katie Perry

Contributor, Social Media Week



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