YouTube introduced a new AR feature for a virtual makeup try-on right from their app. The feature is designed to be used in a split-screen experience while viewers can watch a makeup tutorial.
The feature is still in the early stages of development, but the idea is to use the experience as an interactive ad. When watching a beauty vlogger talk about a specific brand of cosmetic a new “virtual try on” feature will show how the product will look on you. MAC Cosmetics is the first brand to launch an AR Beauty Try-On campaign.
After testing the feature they found that 30% of the viewers chose to activate the experience when it was available in the app. It is not a huge amount, but those who tried the feature were fairly engaged, spending more than 80 seconds trying on the virtual lipstick shades.