Last week Google introduced a new ‘AR Beauty Try-On’ feature that lets viewers virtually try on makeup while following along with YouTube creators.
AR is a rich, three-dimensional, visual medium, and a powerful tool for brands and creators to be able to create more immersive interactions with audiences. That’s why all major platforms are always looking to develop new features that take advantage of AR and can help brands and creators work together to influence purchase behaviours. YouTube’s new ‘AR Beauty Try-On’ feature is one of these – helping YouTube beauty fans pick their next lipstick by trying it on virtually.
AR Beauty Try-On allows viewers to try on makeup that, thanks to machine learning and AR technology, appears as realistic virtual product samples that will work efficiently on a full range of skin tones. Viewers try on products, like lipsticks or eyeliners, while following along with their favourite YouTube creators.
The feature is currently in alpha and is available through YouTube’s FameBit, an in-house branded content platform. M·A·C Cosmetics is the first brand to partner with FameBit so far, to launch an AR Beauty Try-On campaign.
As Aaron Luber, Google’s Head of Branded Experiences for AR & VR explains, using the new format, brands can “tap into YouTube’s vibrant creator community, deploy influencer campaigns to YouTube’s 2 billion monthly active users, and measure their results in real time.”
“Viewers will be able to try on different shades of M·A·C lipstick as their favorite beauty creator tries on the same shades. After trying on lipstick, they can click to visit M·A·C’s website to purchase it.”
Google already tested the experience earlier in the year with several beauty brands and found that 30% of viewers activated the AR experience in their YouTube iOS app. They also spent over 80 seconds – on average – trying on lipstick virtually.