L’Oréal’s Colour Protect—the top haircare range in the UK—now features a new key ingredient and refillable pouch packaging, so Snapchat and L’Oréal teamed up to boost awareness with an AR-powered beauty vending machine. For a limited time, consumers can visit a pop-up in London to win a free refill of L’Oreal’s ELVIVE Colour Protect Shampoo.

The gamified experience includes a custom Snapchat Lens, which invites people to play a game to “lock in” their color, then “unlock” a free refill. In a throwaway culture, this campaign aims to inspire new behaviors and build excitement around replenishing old shampoo bottles.

According to Snapchat, “81% [of Snapchatters] agree that AR can be a fun way to learn about new products and are 1.6 times more likely than other app users to use it to invite others to shop with them.”