Makeup reviews and tutorials are hugely popular with users on YouTube as viewers use them to glean some cool beauty tips and learn about various product recommendations. YouTube is just about to pimp up the experience by adding a functionality that will enable viewers to try out the makeup being reviewed through an augmented reality tool known as AR Beauty Try-On.
The AR make-up try-on tool on the YouTube app lets you try the makeup virtually on your face using augmented reality while following the how-to guides or tutorials on YouTube. YouTube says the algorithm for the platform has been tweaked to make the various virtual beauty products work on all types of skin tones. The AR tool can be used through a split-screen experience as the viewers watch the tutorials on YouTube.
The YouTube makeup tutorial or review video will be playing at the top of the screen while a stream from the viewer’s front-facing camera will appear below the video. It is here that the viewer will be able to access a large palette of colors representing beauty products such as lipstick shades that they will tap on to try on their face in AR as the tutorial video plays above the stream.
The tool is still in the early stages of its development and will be available to YouTube creators via Google’s in-house branded content program known as FameBit. The FameBit program connects brands to top YouTube influencers who can market their products via paid sponsorship.
The AR Beauty Try-On feature has already been tested with several beauty brands and the results have been impressive. According to Google, 30% of viewers activated the augmented reality make-up try-on experience when it was made available via the YouTube iOS app. That is still a conversion rate. Even better is the fact that the 30% who chose to try it out were highly engaged and spent, on average, more than 80 seconds trying on the various shades of virtual lipsticks.
The first brand to launch on YouTube’s AR Beauty Try-On tool is M.A.C. Cosmetics. Its AR try-on campaign on the app even enables it to see real-time stats on the try-on activity by viewers.
The AR Beauty Try-On app is Google’s latest effort at augmented reality. The tech giant recently updated its ARCore platform and implemented AR in Google Search which so far allows users to see 3D images of animals which they search.
Several top brands and immersive studios have in the past few years launched various virtual make-up try-on experiences. Some similar AR experiences include Sephora’s Virtual Artist, YouCam Makeup and GLAMLab by Ulta. Last year, L’Oreal also launched a Live Try-On AR experience on its website in conjunction with Facebook and last week, the beauty brand brought its ModiFace augmented reality platform to Amazon. Target’s Beauty Studio also provides a virtual makeup feature that supports multiple products and brands.
The YouTube AR beauty tool is a gamechanger in the way it ties up to the platform as a marketing platform. It is more than just a fun or gimmicky consumer product as the experience is geared towards clinching a conversion while also providing useful insights or analytics that brands can use to tailor their marketing.
It provides an AR-powered ad campaign and is part of a host of new ad products that Google unveiled today.
Google is also bringing a new immersive display format known as Swirl designed for mobile web that allows consumers to view products within a 360-degree format. Using the Swirl format, the consumer can rotate a product, play an animation or zoom in and out.
According to Google, users will be able to access the format via the Display and Video 360. To create the Swirl display ads, brands will use the new editor on the Google’s 3D platform Poly. Brands that are already in possession of the 3D assets will be able to build the Swirl ads with the use of the 3D/Swirl component which can be found in the Google Web Designer. One brand that is already leveraging the Swirl format for ads is the perfume manufacturer Guerlain.
There is also the Display & Video 360 ad format which brands can utilize to run YouTube video love stream content in display ads. These display ads can be created using the Google Web Designer. Google will roll out these tools to advertisers and brands this summer.
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