MAC Cosmetics has become the first retailer to use YouTube’s interactive augmented reality adverts, after they were launched in June.
YouTube will allow MAC customers to virtually try on 24 of its recently released lipstick shades using their smartphone.
Roxette Arisa, the YouTube beauty influencer with over 1.1 million subscribers, has partnered with MAC to launch AR enabled video tutorials.
A “Try It On” button situated below the video will access the user’s front facing camera and allow users to virtually sample the lipstick of their choice while watching the Arisa’s tutorial.
YouTube’s branded content division Famebit will then allow users to instantly purchase items of their choice without leaving the app.
“In partnership with MAC Cosmetics and creators, we’re pioneering the next wave of influencer marketing with Google’s new augmented reality technology,” Famebit’s head of influencer marketing Beau Avril said.
MAC’s North America senior vice president Constantin Sklavenitis added: “We’re so excited to see MAC’s artistry and innovation come to life in this uniquely digital way.
“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.”