YouTube introduces virtual try-on features

YouTube has announced the launch of an augmented reality beauty feature that will allow users to virtually try-on makeup products.

Acting as an advert, people will soon be able to watch beauty vloggers showcasing products, before virtually trying them on. This, according to YouTube, will help the company eliminate influencer marketing middlemen and be the bridge between creators and beauty brands.

The launch is happening through the platform’s in-house, branded content offering, FameBit. And to kick start the debut, YouTube has partnered exclusively with M.A.C Cosmetics, with other beauty brands being added later this year.

“What we are really focused on is fostering the connection between YouTube creators and brands for creator-driven, branded content,” FameBit by YouTube senior partner lead, Doreen Dinour, said. “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.”

FamieBit has already tested the AR capabilities with select beauty brands, including M.A.C, and discovered that 30 per cent of viewers activated the AR experience in the YouTube app when using a front facing camera on a smartphone.

Although the final creator details for M.A.C’s campaign are still in progress, the brand will be using the feature as part of a lipstick promotion.

“Our partnership with FameBit is our latest digital innovation, bringing colour and artistry from M.A.C stores to creators and their fans on YouTube,” M.A.C Cosmetics North America senior vice president, Agnes Landau, said. “We’re excited to introduce our brand and products to new audiences.”