YouTube’s first shoppable augmented reality (AR) ad (announced back in May) has arrived on the platform, starring some of MAC Cosmetics’ newest lipstick shades.
Beauty creator Roxette Arisa partnered with MAC to create a tutorial video (below) where she uses the brand’s products. If you load up the video on your smartphone, a blue ‘Try It On’ button will appear beneath it. Tap the button, give YouTube access to your front-facing camera, and voilà — you can now virtually try on 24 of MAC’s recently-debuted lipstick shades.
We here at Tubefilter gave the new feature a shot, and found it’s impressively realistic, molding selected shades to a user’s lips and moving seamlessly when they speak — and, of course, make the obligatory duckface.
If a user finds a shade they like, they can purchase it for $19 straight from YouTube’s mobile app, thanks to a partnership between MAC and FameBit, YouTube’s branded content division.
“In partnership with MAC Cosmetics and creators, we’re pioneering the next wave of influencer marketing with Google’s new augmented reality technology. The possibilities here are endless,” Beau Avril, head of influencer marketing for FameBit, said in a statement.
“We’re so excited to see MAC’s artistry and innovation come to life in this uniquely digital way,” added Constantin Sklavenitis, senior vice president and general manager of MAC North America. “Being able to bring our newest lip shades to consumers through FameBit’s AR Beauty Try-On is a pioneering step, fusing the experience of content viewing and shopping.”
You can check out Arisa’s video below. (But remember, you need to watch it on a smartphone to use its AR features.)