• by Sara Guaglione , December 12, 2016

Over the weekend, Hearst-owned men's lifestyle magazine Esquire opened up a pop-up channel on Snapchat’s Discover platform. It allows publishers to create magazine-like content, complete with videos and e-commerce options.

Beginning Friday morning, “The Esquire Guide to Grooming” experience was open for 48 hours and featured information for millennial men on style and grooming. For example, the channel gave tips on appearance, eyebrow maintenance, ways to hide a hangover and haircut mistakes to avoid.

Esquire suggested eye cream to combat dark circles caused by a hangover — and featured Kiehl’s Eye Alert for $22.50.

The pop-up was sponsored by Armani’s Acqua di Gio fragrance. Two custom-branded videos were featured in the channel, as well as a branded article giving advice to men on how to wear fragrance.

The holidays season provides an opportunity for publishers to create themed content to reach some of Snapchat’s 100 million daily users, most of whom are under the age of 35.

Earlier this month, Sweet, Hearst's 1-year-old publication that lives on Snapchat, ran a two-day, pop-up holiday gift guide. Sweet curated dozens of gifts for the guide, which was sponsored by Maybelline.

These Snapchat gift guides may just be the millennial version of a Christmas catalogue.