YouTube has introduced an AR (augmented reality) Beauty Try-On feature in beta with YouTube Masthead and TrueView video discovery ads. It enables viewers to 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.

YouTube said that, 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.

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, if they wish, buy the products from the video.

Cosmetics firms NARS was one of the first to try the ad unit. To date, it has reached over 20m people in the UK, US, Canada and Australia who, on average, have tried on more than two thirds of the 24 lipstick shades featured – over half a million try-ons in total.