Tiffany is first luxury label to sponsor a Snapchat lens

Tiffany & Co has become the first luxury label to sponsor a Snapchat lens, reports WWD.

For 24 hours, Snapchat users can add a touch of Tiffany glamour to any photo or video, using a custom-made filter of blue and white hearts. The feature will be available to users in the US and Australia starting Thursday, and those in Italy on Friday.

The new lens makes up the label's #LoveNotLike campaign, which promotes new designs from the Return to Tiffany Love collection, debuted in May.

The lens is part of several initiatives to modernize the brand, which has been around since 1837. Their #LoveNotLike campaign tag line also appears on the brand's Instagram, Twitter and Facebook pages, and shoppers will be able to access a special geofilter when they shop at Tiffany stores in the US starting on August 31.