YouTube launches AR make-up Masthead to brands

Oct 16, 2019 | Ads, Content marketing, E-commerce, Video

YouTube has launched an augmented reality letting viewers virtually try on makeup while following along with YouTube creators using front-facing smartphone cameras.

YouTube made AR Beauty Try-On available first through an alpha with FameBit by YouTube, Google’s in-house branded content platform.

Using the feature, beauty brands will be able to offer realistic, virtual product samples that work on a full range of skin tones, to its 2bn monthly active users, delivered via the YouTube Masthead or TrueView Video Discovery video ads across IOS and Android, and measure their engagement.

Beauty brand NARS has already trialled the feature, and now beauty brands globally can get involved – meaning when viewers on mobile see an ad, they can make sure they like the product before buying.

Please see here for a GIF of the ad in action and further details below. Would you be interested in covering this news?

The Masthead and Trueview Discovery Video ads represent a unique opportunity for advertisers to showcase their brands in the YouTube home feed across devices.

Through YouTube’s AR Beauty experience, consumers can browse, virtually try on, and shop for makeup directly. Once viewers tap the mobile Masthead or Trueview Video Discovery ad and enter the watch page, they can use front-facing smartphone cameras to see how new shades of lipstick look with their skin tone and facial features, and even purchase the products from the video.


Brands like NARS, a leading cosmetics company, are using AR Beauty Try-On to deliver a more engaging experience that lets users try on different shades of lipstick in real-time. As one of the first brands to run TrueView Discovery video and Masthead ads with the Beauty Try-on feature, NARS has reached over 20 million people to-date in the US, UK, Canada and Australia who, on average, have tried on more than 2/3 of the 24 lipstick shades featured. That’s over half a million shades in total tried on to-date.

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