rying to attempt your favourite beauty vlogger’s make-up tutorial can be a painstaking process, from trying to keep up, to countlessly pausing the video as you battle to blend eyeshadows and switch between brushes.
More often than not, you’re left grabbing for the bottle of makeup remover instead of ready to walk the red carpet.
However, there may be a solution, as on Tuesday, Aaron Luber, Head of Branded Experiences at Google, posted about the new feature, titled [nofollow]AR Beauty Try-On. Google’s new feature, hosted on YouTube, enables viewers to try on make-up alongside their favourite make-up artists as their tutorials play. The viewer can virtually apply the products featured in the video while watching the Vlogger explain their top tips and reviews.
In his blog post Luber stated:
“Thanks to machine learning and AR technology, it offers realistic, virtual product samples that work on a full range of skin tones...”
Google’s in-house branded content platform FameBit, will host the feature and has partnered with MAC Cosmetics to test out the technology. A GIF posted with the announcement shows that viewers will be able to watch videos of Vlogger applying make-up and follow their actions via a video feed from their own front-facing camera.
Luber went on to say:
“We tested this experience earlier this year with several beauty brands and found that 30 percent of viewers activated the AR experience in the YouTube iOS app, spending over 80 seconds on average trying on lipstick virtually...”
Google stated that features like AR Beauty Try-On will “help brands and advertisers make content more engaging, educational, and ultimately effective in driving purchase decisions”. The new Try-On Feature is expected to encourage new business opportunities between brands and influencers with the feature launching later this summer.
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