YouTube’s New AR feature for Virtual Makeup Try-On

YouTube has a variety of content and beauty or makeup is one among them. Women, and sometimes even men, spend a great amount of time on their YouTube app to try on the respective makeups. They would have to pause, rewind, fast forward and what not to make their face look almost like the one they’re looking at on their phones or laptops.

Well, not anymore! YouTube has introduced AR Beauty Try-On which lets viewers virtually try on makeup while watching video reviews.

The Official Announcement by Google –

On the 18th of June, 2019, Google announced the following on their 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. Recently, we brought AR to Google products like Search, and made updates to our developer platform, ARCore, to help creators build more immersive experiences. Starting this week, we’re also bringing AR to YouTube and interactive 3D assets to display ads.

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.

makeup

Today, we’re introducing AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTube creators to get tips, product reviews, and more. Thanks to machine learning and AR technology, it offers realistic, virtual product samples that work on a full range of skin tones. Currently in alpha, AR Beauty Try-On is available through FameBit by YouTube, Google’s in-house branded content platform.

M·A·C Cosmetics is the first brand to partner with FameBit to launch an AR Beauty Try-On campaign. Using this new format, brands like M·A·C will be able to 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.

We tested this experience earlier this year with several beauty brands and found that 30 percent of viewers activated the AR experience in the YouTube iOS app, spending over 80 seconds on average trying on lipstick virtually.

More Insight –

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AR ads –

When available, the YouTube makeup review or tutorial video plays at the top of the screen; with a stream from your own front-facing camera below. Here, a YouTube viewer could access a palate of colors; like new lipstick shades, for example; and tap to apply them to their own face while the video plays above.

makeup

Also, the AR ad format launch is one of several new ad products Google announced today. The company is also introducing a new immersive display format called Swirl; for the mobile web that lets consumers view products in a 360 format. Swirl allows for rotating a product, zooming in and out, or playing an animation.

The format is only available through Display and Video 360, says Google. Brands will be able to use a new editor on Google’s 3D platform Poly to create their Swirl display ads. If they already have 3D assets; they can build a Swirl ad using the 3D/Swirl component in Google Web Designer instead.

Perfume maker Guerlain is using Swirl for ads that animate to capture consumers’ attention.

Another new format in Display & Video 360 lets brands run their YouTube live stream content in display ads, which can also be built with Google Web Designer.
The new tools will be available to brands and advertisers this summer, Google says.

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Navaneetha Suresh

Navaneetha Suresh

Navaneetha, commonly known as "nav", loves to read, play badminton, play the keyboard and sing but when she's not doing any of those, she loves to write. What started as a high school hobby to write is now her ongoing passion.

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