As augmented reality becomes increasingly integrated into social platforms, we at Fenty Beauty wanted to leverage that technology to help educate users on our product offering in fun, innovative ways. For our shade extension launch of our Mattemoiselle Plush Matte Lipsticks, we wanted to show off new lipstick shades by integrating with an AR experience for users to be able to try the new lipstick shades at home.
Using AR filters to try on beauty products has been done before, so we were faced with the challenge of pushing beyond the standard and creating an AR experience that is engaging to our users and unique to the Fenty Beauty brand.
AR beauty filters exist primarily via Instagram Stories or Snapchat filters. To do something new, we decided to use YouTube to host our AR try-on experience of our ten newly launched Mattemoiselle Lipstick shades. Leaning into YouTube for our AR experience meant that we were able to target users who are more engaged as YouTube is a leading platform in the beauty community as users search for makeup tutorials and product try-ons.
We worked with the YouTube team to develop and test out AR try-on technology that would be integrated onto a video on our channel. Users watching the video via iPhone on the YouTube app would be able to tap a "Try It On" button that popped up under the video. From there, their front facing camera would open up and show all the Mattemoiselle Lipstick shades users could swipe through and virtually try-on, all while staying within the YouTube viewing experience. Not only could user try on the Mattemoiselle Lipstick shades while watching the video, but they could also take photos trying on the shades within the experience as well.
With the AR technology intergrated in the YouTube watching experience, we then needed to craft the perfect video to debut with the try-on experience. We recruited one of the biggest YouTube beauty influencers, Jackie Aina, who was a perfect fit as she had created a Mattemoiselle Lookbook of our initial shades on her YouTube channel, to star in a new lookbook video to show off the new shades. By picking an influencer who authentically loves the product that is on brand, we were able to offer an entertaining video that users could follow along with as they utilized the AR try-on experience.
We debuted our Mattemoielle Lookbook 2.0 YouTube video being one of the very first brands to ever launch this technology with YouTube which had never been done before. Our audience loved the Mattemoiselle Lipstick AR try-on feature combined with the brand collaboration with Jackie Aina, and we saw a significant lift in website traffic from the video. Users loved trying on the new lipstick shades in a fun way, and shared their photos and love for it across social including shared screenshots of the experience from major beauty influencers Alissa Ashley and Patrick Starrr.
Here are other responses we saw across socia as users loved the video and AR try-on experience:
"Ugh can’t get enough of this @jackieaina x @fentybeauty collab. big up @YouTube built in AI try on feature and quick shop is the innovation we beauty lovers deserve." - @daninicholls via Twitter
"I’ve been wanting the full set since they released. The try on feature just made me confirm I’m getting them ASAP." -SilentlyOutspokenShayla via YouTube
"I live for the try it on feature while watching!!!!" - Asia Aliyah via YouTube
"Okay but y’all nailed this one. This has to be the best virtual try on I’ve ever seen!!!" - @karmonrae via Twitter
"This is the coolest! Went out and bought Dragon Mami because of this" - @toyamitchell via Twitter
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