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Virtually Try On Makeup During YouTube Tutorials


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(via Jakub Gorajek/Unsplash)

For a makeup novice like me, buying cosmetics can be a bit of a gamble: How do I know if it’s worth spending $30 on a new shade of lipstick I’m not sure suits me?

Google may have the answer.

Subsidiary YouTube this week introduced AR Beauty Try-On—a new interactive feature that lets viewers virtually test drive makeup while following along with content creators to get tips and product reviews.

While a video plays at the top of the screen, users can stream their own face below; simply tap the screen to virtually apply a palette of colors to your lips, cheeks, eyes, etc.

Find the perfect pink stain? Click the “shop” button to make your purchase.

The feature—available through Google’s in-house branded content program FameBit—is still in the early stages of development. M·A·C Cosmetics is the first brand to launch an AR Beauty Try-On campaign.

Google is helping YouTube beauty fans pick their next lipstick (via Google/YouTube)

There is no word on what merchandise, specifically, will be available for virtual appraisal.

YouTube, however, promised realistic product samples for a variety of skin tones. (How far that spectrum reaches remains unclear.)

Augmented reality and makeup go way back; the technology has long been used to create social media makeup filters and promote e-commerce. As TechCrunch pointed out, Sephora, Ulta, L’Oréal, and even Target have all employed this tactic before.

The difference, though, is that YouTube’s Beauty Try-On feature is more focused on creating an AR-powered ad campaign than a fun photo.

Google continues courting advertisers with its immersive mobile display format Swirl, which makes it easy to rotate a product, zoom in and out, or play an animation.

Brands can also tap into the new 3D editor Poly to create display ads with custom backgrounds and realistic reflections.

All three tools—including AR Beauty Try-On—will be available this summer.

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