Augmented Reality (AR), as a 3-dimensional and visual medium, is one of the powerful technologies being utilized by brands that seek to deliver more engaging stories about their services/ products to potential clients. After updating the ARCore for developers and products like search with AR, Google is now taking AR to YouTube through a new tool; AR Beauty Try-On feature.
AR Beauty Try-On Feature Allows Users to Virtually Test Lipstick Shades
Google-owned video-sharing platform YouTube has unveiled a new tool, Augmented Reality (AR) Beauty Try-0n”, which lets users test how makeup will look on them as they watch product reviews.
The new AR Beauty Try-On tool is visible in a horizontal split screen with the video reviews appearing on the top half while user images via front camera are on the bottom part. The tool utilizes advanced augmented reality technology and machine learning to provide realistic samples that work for a wide range of skin tones.
The AR beauty Try-On Feature is in the alpha stage and available via Google’s in-house branded content platform, FameBit. The full version will be available later in summer.
MAC Cosmetics is the first company to partner with Google to allow users to virtually test different shades of lipstick on their lines. If a user is happy with the virtual outlook, she can simply hit ‘Shop’ from Mac’s online store.
When FameBit and M.A.C tested the AR beauty Try-On Feature, about 30% of viewers activated it on the YouTube iOS app and used more than 80 seconds trying various lipsticks shades.
Why YouTube AR beauty Try-On Feature Stands from Competitors
Notably, the AR beauty Try-On Feature is not the first to provide virtual makeup try-on. Other apps offering similar experiences include YouCam Makeup and L’Oreal that provides live try-on in conjunction with Facebook. However, YouTube’s AR beauty Try-On tool stands out because of the intuition: it is not just a feature for on-site e-commerce conversion.
Using the AR beauty Try-On, brands that tap into it such as M.A.C can access the energetic YouTube’s developer community and deploy top-notch influencer campaigns to over two billion monthly active users on YouTube. The tool also makes it easy to measure results in real-time.
The Final Take
The new makeup virtually YouTube is signaling a progressive shift in Google’s focus towards driving better user experience in its platforms. Google is helping brands and advertisers to make content more educational and engaging in driving the purchase decisions.