YouTube has announced the new augmented reality function that allows viewers to virtually try-on make-up products, with MAC Cosmetics being the first brand to launch an AR campaign.
The feature will act as an advert, with users watching beauty vloggers showcase the product, before then being able to virtually try it on. YouTube is said to be looking to bridge the gap between beauty brands and creators while assessing how well the interactive ads grab users’ attention when compared with normal adverts.
Created through the online vlogging site’s in-house, branded content offering, FameBit, YouTube tested the AR capabilities earlier this year with select beauty brands, including MAC, with 30 percent of viewers activating the AR experience in the YouTube app when using a front facing camera on a smartphone.
Doreen Dinour, Senior Partner Lead at FameBit by YouTube, said, “What we are really focused on is fostering the connection between YouTube creators and brands for creator-driven, branded content. “We also see it as a way to bring more accountability into the [influencer] space, because we can leverage Google’s audience insights and advanced measurements, and see what creators are actually resonating for a brand and move the needle on their business.”
MAC will be using the feature as part of a lipstick promotion, with Agnes Landau, Senior Vice President at MAC Cosmetics, North America, stating, “Our partnership with Famebit is our latest digital innovation, bringing color and artistry from MAC stores to creators and their fans on YouTube. We’re excited to introduce our brand and products to new audiences.”