YouTube is introducing new tools to let retailers create adverts with three dimensional and augmented reality (AR) elements.

In a blog, the video site’s owner Google explained that it recently brought AR to its search engine and updated developer platform ARCore to help ‘creators’ build more immersive experiences.

This week, selected retailers have begun rolling out AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTubers to get tips, product reviews and more.

“Thanks to machine learning and AR technology, it offers realistic, virtual product samples that work on a full range of skin tones,” read a statement. “Currently in alpha, AR Beauty Try-On is available through FameBit by YouTube, Google’s in-house branded content platform.”

MAC Cosmetics is the first brand to partner with FameBit to launch an AR Beauty Try-On campaign. Viewers will be able to try on different shades of lipstick, as their favourite beauty creator tries on the same shades. After trying it on, they can click to visit MAC’s website to purchase it.

“We tested this experience earlier this year with several beauty brands and found that 30 per cent of viewers activated the AR experience in the YouTube iOS app, spending over 80 seconds on average trying on lipstick virtually,” the blog noted.

Retailers are also being offered “a new canvas for creativity” with Swirl, the tech giant’s first immersive display format.

It brings three-dimensional assets to display advertising on the mobile web, which shoppers can directly zoom in and out with, rotate or play an animation.

To help brands more easily edit, configure and publish realistic models to use in Swirl display ads, Google is introducing a new editor on its 3D platform Poly.

The new tools will be available to retailers this summer.

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