YouTube Users Can Now Try On Makeup While Watching Videos With Google's New AR Feature

On Youtube, some of the most common videos are makeup reviews and tutorials, because people can learn about new products and the way to use them. And now, the platform is taking the experience with these videos to a new level by using its new AR feature in which viewers can virtually try the makeup on right in the app. The feature is called AR Beauty Try-On, which is meant for using split-screen mode while viewers are watching the makeup tutorial.

Viewers will see the tutorial or review video at the top of the phone screen and the rest of the screen will show their image from the front-facing camera. Now, the viewer can access a range of color, for lipstick shades, which they can tap to apply on their face with the video playing above.

Currently, the feature is still in alpha tests - the early stage of development. Also, YouTube is offering this feature to creators via the FameBit program. The program connects YouTube influencers with brands to promote their products via paid sponsorships.

Several beauty brands have tested this feature, from which YouTube says that 30% of viewers activated the experience in the iOS app. Although that’s not a significant proportion of viewers, the engagement was pretty good, with over 80 seconds spent on AR Beauty Try-On.

M·A·C Cosmetics is the first to test the feature and could also see results in real time.

The AR feature is the latest among Google’s initiatives with augmented reality, which include the recently launched AR feature in Google Search as well as updates to ARCore – the platform dedicated to developers.

Nevertheless, using AR for makeup try-on experiences appeared before Google tried it. Several AR beauty apps offer a similar feature, such as Ulta’s GLAMLab, Sephora’s Virtual Artist, YouCam Makeup, etc. Furthermore, L’Oréal also provides Live Try-On for users on its site, and last year, it partnered with social giant Facebook to add virtual makeup to its website. Another brand is Target, whose Beauty Studio offers virtual makeup for various brands and products.

What Google is doing differently is that its feature aims at an AR-powered advertising campaign, not simply a tool for trying on makeups. The AR-powered ad format is among several new ad products recently announced by the company.

Apart from that, Google is also launching Swirl, which is an immersive display format for mobile web, allowing users to see products in 360-degree mode. With Swirl, users can rotate the product, zoom in or out, and play with animation.

According to Google, the format is available through only Display and Video 360. Brands can use Google’s new editor in Poly 3D platform to make their own Swirl display advertisements. And in case they have 3D assets, brands can create Swirl ads with Google Web Designer’s 3D/Swirl component. Guerlain, a perfume maker, is making ads with Swirl to catch more attention from consumers.

Display and Video 360 has another new format that allows brands to run their YouTube live stream content within display ads, which they can also build using Google Web Designer.

Google states that the new tools will come to brands and advertisers this summer.