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Earlier this summer, YouTube announced its plans for a new AR feature for virtual makeup try-on that works directly in the YouTube app. Today, the first official campaign to use the “Beauty Try-On” feature has now launched, allowing viewers to try on and shop lipsticks from MAC Cosmetics from YouTube creator Roxette Arisa’s makeup tutorial video.
Makeup tutorials are hugely popular on YouTube, so an integration where you can try on the suggested looks yourself makes a ton of sense. While a lipstick try-on feature isn’t exactly groundbreaking — plenty of social media apps offer a similar filter these days — it could lead to more complex AR makeup integrations further down the road.
AR - Feature - Video - Device - YouTube
The new AR feature only works when you’re watching the video from a mobile device, and the YouTube app is updated to the latest version.
Then, when watching the video, you’ll see a button that says “try it on” which will launch the camera in a split-screen view. The video will continue to play as you scroll through the various lipstick shades below, applying the different colors to see which one works best. Unlike some of the filters in social apps like Instagram and Snapchat, the colors are evenly aligned with your lips and not bleeding out the edges. The result is a very natural look.
MAC - Cosmetics - Creators - YouTube - Content
MAC Cosmetics will work with creators through YouTube’s branded content division, Famebit. The program connects brands with YouTube influencers...
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