<s>
They	O
initially	O
simulated	O
the	O
effects	O
of	O
camera	O
filters	O
,	O
and	O
they	O
have	O
since	O
developed	O
with	O
facial	O
recognition	O
technology	O
and	O
computer-generated	O
augmented	B-General_Concept
reality	I-General_Concept
.	O
</s>
<s>
Social	B-Algorithm
media	I-Algorithm
filters	I-Algorithm
—	O
especially	O
beauty	O
filters	O
—	O
are	O
often	O
used	O
to	O
alter	O
the	O
appearance	O
of	O
selfies	O
taken	O
on	O
smartphones	B-Application
or	O
other	O
similar	O
devices	O
.	O
</s>
<s>
In	O
2010	O
,	O
Apple	O
introduced	O
the	O
iPhone	B-Operating_System
4	I-Operating_System
—	O
the	O
first	O
iPhone	B-Operating_System
model	O
with	O
a	O
front	O
camera	O
.	O
</s>
<s>
It	O
gave	O
rise	O
to	O
a	O
dramatic	O
increase	O
in	O
selfies	O
,	O
which	O
could	O
be	O
touched	O
up	O
with	O
more	O
flattering	O
lighting	O
effects	O
with	O
applications	O
such	O
as	O
Instagram	B-Application
.	O
</s>
<s>
The	O
American	O
photographer	O
Cole	O
Rise	O
was	O
involved	O
in	O
the	O
creation	O
of	O
the	O
original	O
filters	O
for	O
Instagram	B-Application
around	O
2010	O
,	O
designing	O
several	O
of	O
them	O
himself	O
,	O
including	O
Sierra	O
,	O
Mayfair	O
,	O
Sutro	O
,	O
Amaro	O
and	O
Willow	O
.	O
</s>
<s>
In	O
September	O
,	O
2011	O
,	O
the	O
Instagram	B-Application
2.0	O
update	O
for	O
the	O
application	O
introduced	O
"	O
live	O
filters	O
,	O
"	O
which	O
allowed	O
the	O
user	O
to	O
preview	O
the	O
effect	O
of	O
the	O
filter	O
while	O
shooting	O
with	O
the	O
application	O
's	O
camera	O
.	O
</s>
<s>
In	O
2014	O
,	O
Snapchat	B-Application
started	O
releasing	O
sponsored	O
filters	O
to	O
monetize	O
the	O
participatory	O
use	O
of	O
the	O
application	O
.	O
</s>
<s>
In	O
September	O
2015	O
,	O
Snapchat	B-Application
acquired	O
Looksery	O
and	O
released	O
a	O
feature	O
called	O
"	O
lenses	O
,	O
"	O
animated	O
filters	O
using	O
facial	O
recognition	O
technology	O
.	O
</s>
<s>
Some	O
of	O
the	O
early	O
lenses	O
available	O
on	O
Snapchat	B-Application
at	O
the	O
time	O
were	O
Heart	O
Eyes	O
,	O
Terminator	O
,	O
Puke	O
Rainbows	O
,	O
Old	O
,	O
Scary	O
,	O
Rage	O
Face	O
,	O
Heart	O
Avalanche	O
.	O
</s>
<s>
The	O
Coachella	O
filter	O
released	O
April	O
2016	O
was	O
a	O
popular	O
early	O
augmented	B-General_Concept
reality	I-General_Concept
filter	O
.	O
</s>
<s>
In	O
2020	O
,	O
it	O
was	O
reported	O
that	O
600	O
million	O
people	O
monthly	O
were	O
using	O
augmented	B-General_Concept
reality	I-General_Concept
filters	O
on	O
Instagram	B-Application
or	O
Facebook	B-Application
,	O
while	O
76%	O
of	O
Snapchat	B-Application
users	O
were	O
using	O
them	O
daily	O
.	O
</s>
<s>
This	O
trend	O
has	O
led	O
some	O
to	O
seek	O
plastic	O
surgery	O
to	O
make	O
themselves	O
look	O
how	O
they	O
appear	O
in	O
social	B-Algorithm
media	I-Algorithm
filters	I-Algorithm
.	O
</s>
