In 2018 alone, beauty content uploaded to YouTube generated 169 billion views. A figure that has doubled since 2016 and, as the graphics show, has never really stopped increasing since the birth of the platform in 2006.
With this data, there is no doubt that the tutorials and makeup reviews are very profitable for YouTube, which does not want to miss the pull to go one step further and revolutionize both the format and the way of relating to brands.
In this way, the company has announced that it is working on a tool that allows viewers to virtually test the makeup discussed in the videos.
This tool is still in development, although it has already been tested through FameBit, the platform for content creators that can only be accessed by people with more than 5,000 subscribers.
According to YouTube data, during these first tests, only 30 percent of the viewers activated the augmented reality experience and, those who did spend an average of 80 seconds of testing products.
Although, for now, the exact date on which the tool will be available to everyone is unknown, it has already been announced that Mac will be the first makeup brand to launch a campaign in collaboration with AR Beauty Try-On.
This way of trying on makeup without leaving home is booming and some similar applications have seen the light in recent times. This is the case, for example, of the John Lewis app, which lets you know how a lipstick will look without the need to try it in situ.