In Marketing, Tech

With billions of beauty-focused videos on the platform, YouTube is one of the driving forces transforming the face of the beauty industry. In 2018, beauty-related content generated more than 169 billion views on the video platform, according to Statista, with people watching (on average) more than a million beauty videos on YouTube every day.

Google recently brought AR products like Search, and made updates to its developer platform, ARCore, to help creators build more immersive experiences. Starting this week Google is bringing AR to YouTube and interactive 3D assets to display ads.

1. AR Beauty Try-On: The feature is currently in alpha testing and is being offered to YouTube creators through Google’s in-house branded content program, FameBit. This program connects brands’ YouTube influencers through paid sponsorships, with M·A·C being the first brand to launch an AR Beauty Try-On campaign.

YouTube tested the experience earlier this year with several beauty brands and found that 30 percent of viewers activated the AR experience in the YouTube iOS app, spending over 80 seconds on average trying on lipstick virtually. While there’s no shortage of try-on apps, YouTube’s AR Try-On is focused on offering an AR-powered ad campaign for on-site e-commerce conversions.

2. Swirl: An immersive display format that brings three-dimensional assets to display advertising on the mobile web aiding in consumer eduction pre-purchase. Consumers can directly zoom in and out, rotate a product, or play an animation. Swirl is available exclusively through Display and Video 360. Guerlain was the first beauty brand to test out this feature.

Read more in Retail Dive.

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