Adina Laura Achim
Adina Laura was born in Romania and moved abroad when she was 17. Since then she lived in some of the most beautiful countries in Latin America and Europe. She has published 8 books and is passionate about gender equality, education and social justice.

AR is the new frontier and YouTube is ready for it

The joint venture between AR and the beauty sector is not a new thing and Gartner estimates that by 2020, 100 million buyers will shop in augmented reality.

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Sephora has already experimented with 3D augmented reality mirrors in various stores, Unilever’s Dove campaign promotes healthy skin through AR digital ads, Clairol has launched MyShade– a virtual hair app, and L’Oreal offered digital makeup sampling. But Google has pushed creative and tech boundaries even further by bringing the AR features straight to the consumer, in the comfort of his own home. Starting this summer, Google and YouTube will use interactive advertising to promote beauty products that are featured in Influencer makeup tutorials. The innovative campaign will further enhance digital sampling and will allow customers to virtually try on the cosmetics presented by vloggers in their tutorials.

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Through a split- screen division, viewers will see the YouTube video in one half of the screen while on the other side they will test cosmetics thanks to AR face filters. This way, users can see how they look with a lipstick color or a makeup shade.

MAC Cosmetics will be the company who inaugurates the innovative AR Beauty Try-On campaign. Furthermore, the AR feature is still in alpha, but soon it will be available through YouTube’s FameBit to more cosmetic brands.

According to Google, the testing period showed promise and 30 percent of customers activated the AR facet during their trial period.

As YouTube vloggers have become celebrities who enjoy a massive online and offline following base, luxury brands are eager to partner with them and draw the consumer closer to their products. The AR immersive features devote the shoppers to the brand, creating an intimacy that traditional marketing campaigns can’t replicate.

As content is becoming more appealing and genuine, and younger consumers are enhancing their tech skills, brands need advanced and practical ways to really drive the purchasing behavior. 

3D high definition features are fully immersing consumers in the experience, emulating real-life scenarios. Especially in retail, AR is a welcomed change as it helps shoppers chose the right products (in the right color and sizing), reducing purchase returns and the environmental effects of impulse buying. Invesp Inforgraphic estimates that around 30 percent of all purchases made online are returned, compared to the 8.89 percent return rate for physical stores. As the damaging environmental effects of the throwaway culture are widely documented, we welcome initiatives like this one.

About the Author
Adina Laura Achim is not only a UN Women’s Empower Women Champion for Change, but also a published author, entrepreneur, leader, human rights activist, and PR executive. Adina’s editorials appeared in The Jewish Business News, The Latin American Post, L’Officiel, Cosmopolitan, Buro 24/7, Grazia, Society Magazine, Fashion TV and ZINK Magazine, and has been translated into English, Spanish, Slovene, Bulgarian, Armenian, and Russian. Beyond her notable resume, Adina is also lauded for her political engagement and humanitarian activism. Her name is broadly associated with nonprofits that fight against human trafficking and pediatric cancer and for the rights of the refugees and Asylum seekers. With eight books published in three languages and her byline on numerous articles and reviews, Adina is happy to be living the life of a modern storyteller, while remaining faithful to her own values and her quest for authenticity.
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