Facebook is trialling a new augmented reality capability that will allow advertisers to use the technology in their ads, according to a report published by Tech Crunch.
The ads, which will appear in users’ news feeds, will allow shoppers to try on products such as make-up without leaving the platform.
“People traditionally have to go into stores to do this,” Ty Ahmad-Taylor, Vice president of Product Marketing for Facebook’s Global Marketing Solutions division told Tech Crunch. “People still really love that experience, but they would like to try it at home.”
The ‘tap to try it on’ prompt will be trialled by Sephora, NYX Professional and Bobbi Brown later this summer, says Tech Crunch.