YouTube augmented reality to help people try on makeup
Google has announced that fans of YouTube makeup accounts will soon be able to interact with the videos by using AR filters to see whether the product would look good on them.The new function, coined 'AR Beauty Try-On', lets viewers "virtually try on makeup while following along with YouTube creators to get tips, product reviews, and more."
Currently in alpha stage, AR Beauty Try-On is available through YouTube's FameBit, an in-house branded content platform.
MAC Cosmetics will be the first brand to partner with FameBit to launch the campaign.
Aaron Luber, Google's Head of Branded Experiences (AR and VR), said in a blog post: "As a three-dimensional, visual medium, augmented reality (AR) is a powerful tool for brands looking to tell richer, more engaging stories about their products to consumers.
"Many consumers look to YouTube creators for help when deciding on new products to purchase. And brands have long been teaming up with creators to connect with audiences. Now, brands and creators can make that experience even more personalized and useful for viewers in AR."
Google tested this idea earlier this year with several beauty brands and found that 30% of viewers activated the AR experience in the YouTube iOS app, spending over 80 seconds on average trying on lipstick virtually.
The addition of AR Beauty Try-On is another step towards strengthening the power of influencers on social media channels, allowing viewers to engage from the comfort of wherever they are.
"We think they’ll help brands and advertisers make content more engaging, educational, and ultimately effective in driving purchase decisions," Google's statement concluded.