YouTube’s AR Beauty Try-On feature has now been opened up to all brands on its platform, following the success of its alpha test earlier this year.
The augmented reality app was launched in a limited capacity in June, allowing users to virtually try on different shades of makeup with their smartphones.
Previously users were required to find video tutorials created by its in-house production outfit FameBit, but now the social media giant is expanding the Beauty Try-On app’s availability.
It has now been made available to brands globally in beta, meaning customers will be able to virtually try on products from brands including MAC and NARS while browsing YouTube, and buy products without ever leaving the app.
The AR feature will now only be accessible by tapping on “Masthead” and “TrueView Discovery” adverts when browsing on YouTube on both iOS and Android smartphones.
In simple terms, Masthead adverts are those which appear when the app is first opened above the usual list of recommended videos, while TrueView Discovery adverts appear at the top of search results and “up next” sections when viewing a video.
NARS was one of the first brands to run the Beauty Try-On feature through TrueView adverts, and has seen over half a million shades of lipstick virtually tried on to date.