Google has announced the launch of AR Beauty Try-On, which allows viewers to virtually try on makeup while following tips, product reviews and more from YouTube creators.

The tech giant has developed augmented reality (AR) tools to help creators build more immersive experiences for their products. This latest innovation utilizes machine learning and AR technology to offer realistic, virtual product samples that work on a full range of skin tones. Currently in alpha, AR Beauty Try-On is available through FameBit by YouTube, Google’s in-house branded content platform. M·A·C Cosmetics is the first brand to partner with FameBit to launch an AR Beauty Try-On campaign.

“We tested this experience earlier this year with several beauty brands and found that 30 percent of viewers activated the AR experience in the YouTube iOS app, spending over 80 seconds on average trying on lipstick virtually,” Google Head of Branded Experiences, AR and VR Aaron Luber wrote in a blog post.

In addition, the company revealed it is also launching Swirl, its first immersive display format that is available exclusively through Google’s Display and Video 360. The tool brings three-dimensional assets to display advertising on the mobile web so that consumers can make an informed purchase, allowing them to directly zoom in and out, rotate a product, or play an animation.

“To help brands more easily edit, configure and publish high-quality, realistic models to use in Swirl display ads, we’re introducing a new editor on Poly, Google’s 3D platform. It provides more editorial control over 3D objects, including new ways to change animation settings, customize backgrounds, and add realistic reflections,” explained Luber.

He added that the new tools will be available to brands and advertisers this summer. “We think they’ll help brands and advertisers make content more engaging, educational, and ultimately effective in driving purchase decisions.”