The Complete Guide to Virtual Try-Ons for OOH Advertising

Executive Summary

• AR Try-Ons Transforming OOH: Virtual try-on experiences are revolutionizing out-of-home (OOH) advertising, especially for beauty and fashion brands. Instead of static billboards or posters, consumers can now interactively “try on” products (makeup, sunglasses, apparel) using augmented reality – dramatically increasing engagement and purchase intent[1][2]. This technology bridges physical ads with digital shopping, capturing attention in ways traditional OOH media cannot.
• Face-Tracking AR Tech: Advanced face-tracking technology powers these experiences by mapping a viewer’s face in real time and overlaying highly realistic 3D product renderings (lipstick, eyeshadow, glasses, etc.) onto their live image[3]. This creates a seamless “virtual mirror” effect, allowing people to see exactly how a product looks on them from different angles – all without touching a product.
• Common AR Applications: Popular AR OOH activations include real-time virtual makeup try-ons, where users can test different cosmetics shades; virtual eyewear fittings for sunglasses and glasses; and other wearables like hats, jewelry, or even apparel previews. Brands are deploying these through social AR filters and interactive digital displays, turning ads into digital dressing rooms that invite passersby to play and share.
• Multiple Delivery Methods: Companies offer AR try-ons through smartphone-based AR (e.g., scanning a QR code on a poster to launch a web or Snapchat AR experience) and large-scale AR “mirror” installations. Smartphone AR is scalable and accessible—anyone with a phone can scan and participate—while big AR mirrors and digital kiosks create high-impact public experiences, from in-store smart mirrors to giant AR billboards. Both approaches can work together in OOH campaigns.
• Proven ROI & Case Studies: AR try-ons deliver measurable ROI. For example, Sephora’s mobile Virtual Artist feature experienced a 28% increase in user adoption and 48% more traffic after promotion[5], with AR users 35% more likely to purchase (adding 25% more items to their carts)[6]. Sephora’s in-store AR mirror trials resulted in an estimated +31% sales increase, as AR-engaged shoppers converted up to 90% more than those who didn’t use AR[7]. Estée Lauder reported 2.5× higher conversion rates for lipstick when customers used AR, and Clinique’s AR mirror increased basket size by 30% while quintupling dwell time[7]. Social and OOH AR campaigns are equally impressive: NYX’s Snapchat lens reached over 240 million people and generated 70% more new buyers[8]; Maybelline’s 43,000 sq ft AR billboard in Kyiv garnered 3 million organic views in one day[9][10]
• BrandXR’s AR OOH Solutions: As a leader in AR for OOH advertising[12], BrandXR provides turnkey platforms for both AR Mirrors and AR Billboards. BrandXR’s AR Mirror installations—from store “magic mirrors” to pop-up virtual try-on kiosks—and AR Billboard experiences—interactive 3D content triggered by scanning print or digital ads—enable Fortune 500 marketers to launch these engaging campaigns at scale. This guide ends with BrandXR’s positioning and how you can leverage our expertise—including links to BrandXR’s AR Mirror and AR Billboards solutions—to elevate your next OOH campaign.
  

Introduction: AR Try-Ons – A Game Changer for Beauty OOH Ads

Traditional OOH advertising finds it hard to stand out in a world flooded with digital distractions. Static posters and looping videos often face “banner blindness,” where consumers just ignore them[1]. Augmented reality virtual try-ons are changing that. By encouraging people to participate – to see themselves with a product instead of just viewing the product – AR turns ads into experiences. Imagine a transit shelter ad for a new lipstick that allows you to virtually try on the shade using your phone, or a mall storefront that functions as a giant AR mirror reflecting new hairstyles onto passersby. These scenarios are no longer science fiction; they’re happening now and changing the way brands connect with consumers.

Notably, the beauty and cosmetics industry has adopted AR try-ons as a solution to a long-standing challenge: how to allow consumers to sample products in a hygienic, convenient way outside of a store. Early on, Sephora’s partnerships with AR developers (like ModiFace) proved that shoppers enjoy experimenting with virtual makeup. Now, with AR technology advancing, brands are bringing these try-on experiences to OOH environments to attract attention and increase sales. This approach aligns perfectly with our omnichannel reality – over 50% of consumers say they want augmented shopping experiences to help select products[13]. AR OOH activations meet this demand by combining the tangibility of physical ads with the personalization of digital. The result: longer engagement times and improved recall. (Interactive ads average over 45 seconds of active engagement compared to just 3–5 seconds for static ads, and they increase brand recall by 280% according to industry analyses[2].)

One headline-making example is Maybelline’s AR billboard in Kyiv, touted as the world’s largest AR mirror. Maybelline installed a 43,000-square-foot AR “mirror” on the side of a mall in Kyiv, Ukraine, allowing anyone on the street to virtually try on a new mascara as their reflection towered above. The one-day installation attracted huge crowds and social buzz – over 3 million organic views and mentions in that short span[9] – demonstrating the power of AR in OOH advertising. By transforming a building into an interactive try-on screen, Maybelline captured attention in a way a typical billboard never could.

OOH advertising leaders at companies like Outfront, Intersection, Clear Channel, and Lamar are paying attention. This comprehensive guide will give you a strategic understanding of AR virtual try-ons in OOH: how the core technology (such as face tracking) functions, the common uses (ranging from makeup to accessories), the ways to deliver these experiences in out-of-home settings, and – most importantly – the ROI data and case studies that show real results. Each section is designed for decision-makers, with clear insights and practical takeaways. Let’s explore how and why AR virtual try-ons are becoming a vital tool in the OOH advertiser’s toolkit, and how you can implement them successfully.

Face Tracking Technology: The Engine Behind Virtual Try-Ons

At the core of every AR try-on experience is real-time face tracking and augmented reality rendering. This technology allows a virtual lipstick to fit perfectly on a user’s lips on camera, or digital glasses to stay aligned with their face as they move. Here’s how it works and why it’s so important:

• Advanced Facial Mapping: When a user activates an AR try-on—whether through a phone camera or an AR mirror kiosk—the system uses the camera feed to identify the user’s face and locate key landmarks (eyes, nose, mouth, etc.). Modern AR mirrors leverage 3D facial geometry models and AI to map a face accurately[3]. This means the software doesn’t just place a 2D sticker on a static image – it truly understands the contours of your face in three dimensions. As you turn your head or the lighting changes, the virtual content adjusts naturally.
• Ultra-Realistic Overlays: Once tracking is in place, the AR engine overlays lifelike 3D images of the product onto the user. For beauty applications, this could be a virtual makeup layer (foundation, blush, eyeshadow, lipstick) rendered in real time. For eyewear, it’s a 3D model of the frames positioned on the bridge of your nose. Unlike early “snapshot” try-on tools, today’s AR can simulate nuances like gloss, shine, and texture. For example, L’Oréal’s ModiFace (a pioneer in this space) uses AI trained on thousands of product images and human models to reproduce how a specific lipstick shade looks on different skin tones and under different lighting[14]. The result is a level of realism that gives consumers confidence: what they see virtually is extremely close to how the product will appear in real life.
• Fast Performance & Calibration: Face-tracking AR operates quickly, often at 30+ frames per second, making the experience feel seamless. When you smile, the virtual lipstick “smiles” with you. The technology also constantly calibrates to keep the color and proportions accurate. For example, it detects where your lips end and teeth begin, so dark lipstick doesn’t “bleed” onto your teeth in the AR view. When trying on eyeglasses, it scales the frames to fit your face. All this occurs in milliseconds, thanks to AI algorithms optimized for mobile devices and AR displays.
• Beyond Faces – Full-Body Tracking: While face tracking is essential for makeup and eyewear, AR try-ons can also extend to the full body for wearables like clothing. Some AR mirrors incorporate body tracking to let users virtually try on a jacket or see a handbag on their shoulder. This is more complex than face AR, but rapid progress is being made. For example, apparel AR might use a combination of depth sensors and AI pose estimation to map an outfit onto a moving person. The core idea is similar: align a 3D model to the user’s shape and render it convincingly. (In OOH scenarios, full-size smart mirrors in fitting rooms or pop-up booths can enable these virtual dressing experiences.)

In short, face tracking technology is what turns a camera into a virtual fitting room. For OOH advertisers, understanding this is crucial: the success of a virtual try-on campaign depends on strong AR software that makes the experience feel both magical and trustworthy. When implemented correctly, the technology becomes seamless – consumers feel like they’re simply looking into a mirror or at themselves through their phone, but now they’re wearing the product. This sense of authenticity drives higher conversion rates, as users trust what they see and become excited to buy. The upcoming sections will explore which types of products can be showcased with this technology and how these experiences reach consumers in the real world.

Top AR Try-On Applications in OOH Advertising

One of the advantages of AR is its versatility – a single technology (camera-based augmented reality) allows consumers to try on a wide variety of virtual products. Here are the most popular AR try-on applications making an impact in OOH campaigns, especially in beauty and fashion. Each offers a unique chance for advertisers to engage their audience with interactive content.

• Virtual Makeup & Hair Color: AR makeup try-ons are among the most popular applications, led by brands like Sephora, Estée Lauder, and L’Oréal. Using AR, consumers can see themselves with different lipstick shades, eyeshadow palettes, blush tones, and even foundation matches, all within seconds. This has wide appeal—it’s fun, instantly rewarding, and convenient (no need for a physical tester or remover). In OOH settings, a makeup brand might run an interactive bus shelter ad where scanning a QR code opens a web AR session to try on the season’s new lip colors. Or an outdoor digital kiosk equipped with a camera might let passersby experiment with a virtual “makeover.” This approach not only attracts a crowd (people love to play with these mirrors) but also addresses a practical barrier: consumers often hesitate to buy cosmetics without trying them first. AR removes that obstacle. Evidence shows that such AR experiences increase purchase confidence—shoppers who use Sephora’s Virtual Artist AR tool, for instance, became 35% more likely to make a purchase, with baskets 25% larger than those who didn’t use it[6]. By using virtual try-on ads, beauty brands turn OOH impressions into trial experiences, boosting the chances of conversion. Plus, the shareability is high: someone might snap a selfie of their AR makeover and post it, further expanding the ad’s reach.
• Eyewear (Glasses and Sunglasses): Ever see a stylish pair of shades on a billboard and wonder how they’d look on you? AR can answer that instantly. Virtual try-on for glasses is a perfect fit for OOH because it addresses a real consumer need – finding the right style for one’s face – in a way that a static print ad cannot. An AR-enhanced poster for, say, Ray-Ban or Warby Parker could invite users to scan and use their phone camera to virtually try on different sunglasses models. The phone overlays the chosen frames on the user’s face as if they’re wearing them. This not only holds the user’s interest longer (they might try five different pairs and tilt their face to see how they look), but also creates a direct path to purchase (with a link to buy or find a store once they settle on a style). Some brands even combine this with social media: a Snap Lens or Instagram filter version of the try-on can be launched via a QR code on the billboard, allowing users to share their favorite AR look with friends. Indeed, AR billboard campaigns often include custom face filters that let passersby “wear” products like sunglasses or makeup, encouraging social sharing and turning users into brand ambassadors. For OOH companies, teaming up with clients in the eyewear industry to create try-on billboards or transit ads could greatly boost campaign results – shifting the impression from awareness straight to consideration.
• Fashion & Accessories (Wearables): AR try-ons aren’t limited to the face. Advances in AR are enabling virtual tryouts of hats, jewelry, watches, and even clothing and shoes. For example, a luxury watch brand could use AR in a subway ad so that when commuters scan it, they see a perfectly rendered watch encircling their own wrist on their phone screen. Jewelry retailers can let users place virtual necklaces around their necks or earrings on their ears via AR. Apparel is a bit more complex due to sizing and drape, but some AR experiences (especially in controlled environments or using apps) let users see a dress or jacket on their body. In OOH, a clever execution might be a mall poster where a user stands at a marked spot, and a large digital display “dresses” them in a new outfit via a Kinect-style body tracker—a modern take on the classic “stand here for a photo op” but with AR magic. Even without full body tracking, simpler AR apps can let consumers point their phone at a clothing ad and see a 3D model pop up that they can rotate and even overlay on a selfie. These interactive fittings are poised to grow as AR tech improves. They deliver the “wow” factor and solve a pain point—trying on a product without stock on hand. For instance, a sneaker brand could use AR to show a 3D model of new shoes over the user’s feet (Snapchat has done this with some shoe try-on lenses). The key for marketers is that these experiences not only engage but also reduce purchase hesitation and returns (since people get a better sense of the look/fit beforehand). And like other AR content, they are highly shareable and memorable, differentiating the brand in a crowded ad landscape.

All these AR applications share a common theme: they personalize the ad for each viewer. Instead of a single message for everyone, the experience adapts to you, showing your face or body with the product. That’s a powerful change. The interactive nature also means consumers spend more time with the ad. They’re no longer just glancing and walking past; they’re stopping, interacting, and possibly snapping photos. In an industry where engagement time and dwell are highly valued, AR is shifting the metrics of success. Importantly, none of this is limited to tech giants or sci-fi movies anymore – brands both big and small are using these AR try-on formats today, with readily available tools. Next, we’ll explore how these experiences are delivered to consumers in OOH settings, from the widespread use of smartphones to the spectacle of giant AR screens.

Delivery Methods: Bringing Virtual Try-Ons to the Masses

Implementing AR try-ons in an out-of-home campaign can take various forms. The two main delivery methods are smartphone-based experiences and standalone AR display setups. Each serves its purpose in engaging the public, and they often work together. Here’s an overview of how these delivery methods operate and where they excel:

1. Smartphone-Activated AR (QR Codes and Web/Social AR)

The quickest way to scale AR try-ons in OOH is to leverage what most consumers already carry — a smartphone. The concept is simple: the billboard or poster prompts viewers to scan a QR code (or tap an NFC tag, in some cases). Scanning the code launches an AR experience on the user’s phone. This could be a web-based AR (WebAR) experience that works instantly in the mobile browser, or it might deep-link into a social media lens (e.g., a Snapchat Lens, Instagram Filter) or a brand’s app if available. The user then uses their phone’s camera to try on the product.

From the user’s perspective, the flow is: See ad → Get intrigued → Scan → Enjoy interactive try-on. For example, a Clear Channel digital billboard might display a QR code with a call-to-action like “See it on you – scan to try the look!” Once scanned, the phone’s camera opens with the AR effect: the user can flip to the selfie camera to apply a virtual makeup look or use the back camera to overlay a 3D accessory on themselves or their friend. This method effectively turns every phone into a personal AR try-on booth connected to the ad.

The benefits of smartphone AR delivery are significant:

• Low Friction and Wide Reach: QR codes are now widely recognized and used, especially after 2020 when restaurants and others made them common. No special hardware is needed beyond a phone. Modern WebAR technology means users often don’t need to download any app, which is crucial for OOH where quick user engagement is important. They can scan and instantly interact with the AR content.
• Rich Interactive Content: Phones are equipped with powerful processors and high-res screens, which enable advanced AR graphics. Consumers can move closer to see finer details, capture photos or videos of the AR (and share them), and even interact by tapping or using gestures (some AR lenses respond to opening their mouths or smiling to trigger effects, etc.). This level of engagement greatly surpasses a static ad.
• Integrated Conversion Paths: Since the experience is on the phone, it’s easy to embed follow-up actions. A makeup try-on filter can include a “Shop Now” button that links to an e-commerce page for that product or a “Find Nearest Store” link if the goal is to increase foot traffic. Essentially, the ad can streamline the funnel: awareness, trial, and purchase intent all happen within a single connected flow on the user’s device.

Many high-profile campaigns have employed this method. For example, Verizon’s AR mural campaign used Snapchat’s AR platform and required users to point their phones at a mural to make it animate[15]. From there, social sharing rapidly grew. Another hypothetical example: imagine a Lamar billboard for a new line of sports jerseys – scanning the code opens a web AR where you can see a jersey superimposed on yourself through the selfie cam and then click to preorder in your size. The possibilities are endless, and importantly, the data from these interactions can be tracked (scans, time spent, what options people tried, etc.), providing advertisers with feedback on engagement that traditional billboards never offered.

In summary, smartphone-activated AR broadens the reach of OOH ads into a personal, interactive space. It combines scalability (anyone with a phone can join) with interactivity (engaging AR content), making it a preferred approach for many AR OOH campaigns.

2. Large-Scale AR Mirrors and Interactive Displays

On the other hand, large installations like AR mirrors, smart digital signage, and other public displays with AR are impressive. These are physical units—often a screen with an embedded camera—that act as a “mirror” or window where people passing by can see themselves augmented in real time. They can vary from human-sized kiosks to building-sized billboards.

AR mirrors are increasingly appearing in retail settings like cosmetic stores or malls, but they can also function as out-of-home (OOH) activations at events, transit stations, or busy city centers. Typically, the screen grabs attention with a prompt or demo (“Stand here to try on a new look!”). When someone steps into view, the camera records them, and the AR software overlays products—such as different makeup looks, a virtual hat, or even fun characters—onto the live video on the screen. This creates a mirror illusion: the person sees themselves with added digital elements. It’s intuitive and often attracts people out of curiosity.

Then there are giant AR billboards and mirrors like the Maybelline example. In that case, the activation covered an entire building facade. People interacted via a street-level kiosk to start their session, taking turns to appear on the big screen [16]. These large AR displays tend to focus more on spectacle and PR buzz—they create big impressions (literally) and often generate lots of social media content from bystanders. We’ve seen examples like interactive DOOH screens at bus stops, such as Pepsi’s famous bus stop AR in London that showed wild scenes to waiting passengers, or more relevantly, beauty brands using smart mirror bus stops where you can see a makeover.

Key advantages of large AR displays include:

• High Stopping Power: A moving, interactive display in a public space naturally attracts attention. It stands out from standard digital signage because it features people in the content. When others see someone using it, they often gather around to watch or try next. This can create a viral “street event” vibe. During Maybelline’s giant AR mirror stunt, crowds formed to watch themselves or others on the huge screen, turning advertising into entertainment. The campaign reportedly gained millions of impressions mainly through this novelty and word-of-mouth.
• Immersive Experience: Standing in front of a large AR mirror offers an immersive feeling that a phone can't match. It’s often life-sized or even larger, making the virtual try-on feel significant. For example, an AR mirror in a department store beauty section can make the shopper feel like they’re the star of their own makeover show, complete with studio lighting. The positive effects on memory and brand perception can be substantial – it’s a sleek, futuristic service that leaves a good impression of the brand.
• Shared and Social by Nature: Unlike a personal phone experience, these installations often turn into group activities. Friends may try it together, or strangers might laugh and compliment each other's virtual looks. This social aspect can boost enjoyment and foster a stronger emotional connection. It also promotes sharing through photos or videos; people often record their AR mirror sessions to post online (free publicity for the campaign/brand). In fact, many AR mirrors specifically feature a photo booth option – allowing you to snap a selfie of your AR try-on and receive it via email or QR link to share.

Of course, large AR installations involve higher logistics costs — such as hardware, maintenance, and permits for public spaces. They may not operate continuously; sometimes they’re used for a two-week activation or a one-day event. Still, their ROI can be measured not only by direct sales increases but also by the media value created from the buzz they generate. For example, a large AR mirror event can draw press coverage, influencer posts, and thousands of shares – effectively transforming ad spend into a viral marketing moment.

More and more, OOH advertisers are adopting hybrid strategies: using the large AR display to attract crowds and provide an impressive experience, and placing a QR code nearby for those who prefer to continue the AR experience on their own phones. This approach engages both participants and passersby who might not wait in line for the mirror but will scan the code to try it on their phones instead. The combination of these methods ensures maximum reach.

In summary, delivering AR try-ons in OOH can range from a simple sticker on an ad (“Scan me to try it on!”) to deploying advanced AR mirrors in multiple cities. The best option depends on campaign goals, budget, and the desired level of immersion. Often, a combination works best — for example, a mobile AR mirror setup supported by QR-enabled posters across the city. What’s clear is that the infrastructure and technology are now available. Next, we will explore the results you can expect by reviewing real-world case studies that show the ROI and impact of these methods.

ROI Impact and Case Studies: AR Try-Ons in Action

The excitement around AR try-on is matched by an important question from marketing leaders: does it deliver results? The answer, supported by data from multiple campaigns, is a clear yes. AR try-ons have moved the needle on key metrics like conversion rates, sales lift, engagement time, and brand favorability. Below, we highlight several high-profile case studies ranging from in-store AR mirrors to social media AR lenses to large-scale AR billboards. These examples provide a data-driven look at what AR can achieve. We will then summarize them in a comparison table for quick reference.

Sephora Virtual Artist – Boosting Digital Engagement and Sales

Sephora’s Virtual Artist was one of the early successes in AR beauty try-on. Integrated into Sephora’s mobile app and website, Virtual Artist lets users test makeup virtually with their smartphone camera. Although it’s not an out-of-home ad by itself, its promotion and use connect to the larger AR try-on trend important to OOH (and Sephora has cross-promoted it on in-store displays and ads).

To increase adoption, Sephora SEA launched targeted campaigns, including in-app messages and push notifications, to educate users about the AR feature. The results spoke volumes: user adoption of the AR makeup feature increased by 28%, usage per user went up by 16%, and overall traffic to the AR tool grew by 48% after the campaign[5][17]. This shows that when customers learn about and are encouraged to try virtual try-ons, they do so enthusiastically. More importantly, those who interacted with Virtual Artist exhibited stronger purchasing behavior—one analysis found that shoppers using the AR were 35% more likely to make a purchase and added 25% more items to their baskets on average compared to non-users[6]. Essentially, the AR try-on not only kept them engaged but also boosted their confidence to buy more. This clearly delivers ROI in digital terms: more conversions and higher basket values. For OOH stakeholders, Sephora’s example highlights that advertising which promotes or integrates AR try-on can similarly move consumers further down the funnel—it’s not just a gimmick; it’s a proven way to drive sales.

Sephora’s In-Store AR Mirrors – Increasing Conversion in Physical Retail

As a supplement to its app, Sephora also tested in-store AR “magic mirrors” in select locations. These mirrors (some freestanding, some tablet-based) allow shoppers to virtually try on products within the store environment. The goal was to improve the try-before-you-buy experience without the mess or hygiene concerns associated with actual samples. Sephora’s trials yielded impressive results: stores with AR mirrors experienced about a 31% increase in sales for the featured products[7]. Additionally, data revealed that customers who used the AR mirror had significantly higher conversion rates — up to 90% higher — than those who did not engage with the AR at all[7]. This indicates a strong self-selection and persuasive effect: users who try on products via AR are much more likely to make a purchase, possibly because the AR experience boosts confidence and excitement about owning the product. Even shoppers who come in just to browse might be persuaded when they see how great a particular shade looks on them in the AR mirror.



Sephora’s success has led to a wider rollout of AR mirrors. Marketing leaders have closely watched it, as it demonstrates that AR can effectively connect online-style interactivity with physical environments. In an OOH setting, similar conversion increases could happen if, for example, a popup AR mirror at a mall concourse allowed people to try on and then buy a product immediately (via a connected vending machine or online order). The lesson is clear: interactive try-on experiences generate real sales – a 30%+ lift is significant in retail, and Sephora’s case confirms this.

Estée Lauder – 2.5× Conversion Lift for Lipsticks

Global beauty brand Estée Lauder reported a remarkable figure related to AR try-on: a 2.5× higher conversion rate for lipstick purchases when customers used an AR try-on first[7]. Estée Lauder has adopted AR across multiple channels (including web try-on tools and in-store iPad stations), often allowing customers to virtually test different lipstick shades. The 2.5× increase means that if 10% of customers buy traditionally, 25% end up purchasing after using AR—a significant boost. This highlights AR’s power to influence purchasing decisions. Lipstick is a product where seeing the exact color on yourself is essential; AR provides that visualization instantly. The higher conversion rate suggests that AR not only helps customers find a shade they love but may also expose them to colors they wouldn’t typically try (since virtual testing is easy and risk-free, some will experiment with bolder options and might happily make a purchase).

For marketing leaders, this case shows that AR try-ons can significantly boost campaign effectiveness. If an OOH ad can encourage more people to try virtually, the downstream result could be more buyers. For example, an AR-enhanced outdoor ad for Estée Lauder’s lipstick could attract those who might otherwise walk by, and among those who engage, the chances of purchasing increase dramatically compared to a typical ad. Essentially, it moves AR into the top of the funnel as an activation, knowing it offers a strong payoff at the bottom.

Clinique – Bigger Baskets and Longer Dwell Time with AI AR Mirror

Clinique introduced an AI-driven AR experience in some of its stores, branded as a skincare diagnostic and makeup try-on mirror. The reported results include a 30% increase in average basket size and an impressive 5× increase in customer dwell time thanks to the AR mirror[7]. Let’s break that down: a 30% larger basket means customers bought more items or higher-value items, likely because the AR and AI recommendations encouraged them to consider complementary products, such as “You tried the lipstick, how about a matching liner or a cleanser for that skin type?” The five-fold increase in dwell time is also significant – customers spent much longer interacting with the brand in-store, which leads to higher sales and a better experience.

Clinique’s case demonstrates how AR mirrors can do more than just help users try on products; they can act as digital beauty consultants. The AI element may have analyzed the user’s skin and suggested products, as Clinique is known for customizing skincare routines. By keeping customers engaged longer and offering personalized recommendations, the AR mirror naturally promotes upselling and cross-selling. For OOH and retail advertisers, this indicates that AR installations can boost engagement metrics that really matter. Longer dwell times often indicate greater interest and can lead to increased spending—exactly what occurred with Clinique. If a similar strategy were applied in an OOH setting, such as a pop-up AR experience in a busy area providing tailored suggestions, it could generate not only more buzz but also potentially increase basket sizes for nearby stores or online sales.

NYX “Beauty Bestie” – Massive Reach and New Customer Acquisition via Social AR

NYX Professional Makeup (a L’Oréal-owned brand targeting younger, trend-savvy consumers) launched “Beauty Bestie,” an AR and AI-powered experience on Snapchat. This wasn’t a physical installation but rather a social AR campaign with OOH-like reach. The Beauty Bestie lens essentially acted as a personal makeup artist, using AR to allow users to virtually try curated looks and AI to provide tips or suggest products. The campaign’s results were record-breaking: it reached over 240 million people, drove a 70% increase in new brand buyers, and achieved an 84% user return rate for the AR experience.

 NYX’s Beauty Bestie is an AI-powered AR lens on Snapchat that provides daily makeup looks and product recommendations through an interactive virtual try-on experience. The wide reach (240M+) highlights how AR can expand via social platforms – effectively turning an AR activation into a global OOH campaign through user sharing and discovery. More importantly for ROI, the 70% increase in new customers shows that AR was converting people who had never bought NYX before at a strong rate. The 84% return rate indicates it wasn’t just a one-time gimmick; users returned to use the AR experience multiple times, demonstrating genuine value and engagement. NYX also received multiple industry awards for this campaign, cementing its reputation as an innovation leader.

For decision-makers, the NYX case highlights AR’s potential in marketing: it can serve as both a broad awareness tool and a conversion driver. Out-of-home (OOH) companies might collaborate with social platforms or use WebAR to replicate this effect in physical campaigns—for instance, by placing a Snap code on a billboard that unlocks an AR experience like NYX’s. The new buyers metric is especially relevant for brands aiming to grow their customer base; AR experiences, particularly those that are fun and shareable, can attract audiences that traditional ads might not reach.

Maybelline’s 43,000 sq ft AR Mirror – A Record-Breaking OOH Activation

In October 2023, Maybelline (part of L’Oréal) created the world’s largest AR mirror – a gigantic digital screen covering 4,000 square meters (≈43,000 sq ft) on the side of the Gulliver Mall in Kyiv, Ukraine[19][10]. This AR mirror allowed passersby to see themselves on a massive scale, virtually applying Maybelline’s new “Falsies Surreal” mascara via an interactive kiosk on the ground. The spectacle was one-day-only, but its impact was huge: it reportedly generated three million organic views and mentions (people talking about or sharing it) as noted by Maybelline’s team[9]. It also set a Guinness World Record for the largest AR powered billboard/mirror of its kind.

This case clearly shows how AR in OOH can be used not just for direct sales but also for brand buzz and PR value. The installation gained media attention (Adweek and others reported on it), and it helped Maybelline appear cutting-edge and innovative to consumers. While we don’t have publicly available sales data from this one-day event, the real return on investment came from the number of people who saw and interacted with it—millions now associate Maybelline with AR innovation and probably checked out the mascara, if only out of curiosity sparked by the stunt. The AR experience also addressed a key challenge: how to make a single mascara product stand out in a memorable way. The answer was letting people interact with it on a 20-story screen! It avoided the “banner blindness" typical of static posters by literally reflecting the audience in the ad, as FFFACE.ME’s spokesperson said: people ignore passive ads, but interactivity brings them back.

For OOH advertising companies, Maybelline’s AR mirror stands out as a case study in pushing boundaries. It demonstrates that brands are willing to invest in advanced outdoor experiences for major launches. It also points to a future where large-format digital billboards might routinely have AR features—perhaps not always on building-scale displays, but even regular LED billboards could enable AR interaction through phones (see the next case for an example). The main message: impressive AR OOH activations can generate significant earned media and consumer engagement, boosting the campaign beyond the physical location.

The impact of AR try-on initiatives ranges from direct sales lifts and higher conversion rates (Sephora, Estée Lauder, Clinique) to vast brand reach and engagement (NYX, Maybelline). Importantly, no case showed a negative or even neutral result – all indicators trend positively, often dramatically so. This consistency across different brands and formats is a strong signal that AR in advertising, when executed thoughtfully, delivers ROI in various forms: revenue, customer acquisition, dwell time, earned media, and brand equity.

For OOH advertising leaders, these examples collectively make the case that incorporating AR try-on features into campaigns isn’t just an experimental gimmick; it’s a strategic move with proven outcomes. Whether you’re promoting cosmetics, fashion, entertainment, or even telecom services, adding an interactive try-on or AR layer can yield higher engagement and a measurable uptick in the metrics that matter to you and your clients.

BrandXR’s AR Mirror & AR Billboard Solutions for OOH

With the potential of AR virtual try-ons now clear, the next question for many decision-makers is how to implement these experiences into their campaigns. This is where BrandXR comes in. BrandXR is a leading provider of augmented reality solutions for out-of-home advertising – in fact, the company is known for award-winning AR murals, AR billboards, and AR mirror installations in campaigns with Fortune 500 clients[12]. We offer both the technology platform and creative expertise to help you launch AR try-on experiences that achieve results similar to those in the case studies above.

BrandXR AR Mirrors: Our AR Mirror solution provides interactive “magic mirror” experiences that can be set up in retail stores, at events, or as special out-of-home (OOH) installations. These can range from a small iPad-based smart mirror at a beauty counter to a large full-length digital kiosk in an airport or mall. BrandXR’s AR mirrors use advanced face and body tracking technology (as described earlier) to give consumers realistic virtual try-ons—whether for makeup, jewelry, apparel, or more. The content is customizable and can even support multi-product overlays. For example, a single BrandXR AR mirror can let a user try on a complete look: lipstick, eyeshadow, and earrings all at once. (Our research shows that some AR providers, like BrandXR, have mirrors capable of both cosmetic and fashion try-ons simultaneously[23].) These experiences have been proven to boost engagement: Retailers using AR mirrors have seen three times higher foot traffic and shoppers spend nine times more time engaging compared to traditional displays[24]. Because AR mirrors are active experiences, they encourage customers to linger—and as seen with Clinique, longer dwell time can lead to larger baskets. BrandXR’s mirrors can also operate autonomously 24/7 if needed (such as in a storefront window after hours), effectively serving as a constant brand ambassador[24]. Integration with product databases and CRM is possible, allowing the mirror to recommend products and even send users a summary (via email or QR code scan) of what they tried on, bridging offline and online experiences. If you’re a marketer looking to refresh a flagship store or make a splash at your next event, BrandXR’s AR Mirror offers a turnkey way to deliver that wow factor along with measurable sales results.

BrandXR AR Billboards: BrandXR also provides an AugmentedReality Billboards platform – a solution that transforms any billboard or poster into an interactive AR experience through smartphones. We utilize advanced computer vision technology so that when a user scans the billboard with their phone (using a simple QR code or link), the device recognizes the image and then “BOOM!” – 3D models and animations emerge from the billboard, allowing people to interact with them like a video game[25]. In practice, this could mean a fashion ad where the model on the billboard comes to life and offers a 360° view of her outfit, or a car ad where a 3D car appears and zooms around the viewer’s screen. The possibilities are only limited by creativity. Importantly, BrandXR’s AR billboards are designed for seamless user engagement: no app download is needed if you choose WebAR, and the instructions are straightforward as “Scan to activate.” We also focus on cross-platform versatility – our AR experiences work seamlessly across iOS and Android and can integrate with social media AR.

One of the biggest benefits of AR billboards with BrandXR is how they turn viewers into participants and promoters. When someone uses an AR billboard, they can take photos or videos of the experience – effectively creating personalized branded content that features themselves and the AR effects[26]. People love sharing these on social media (imagine a video of you high-fiving a giant AR cosmetics bottle on a billboard, or wearing a virtual outfit you “pulled” from a poster). This user-generated content becomes free advertising for the campaign. BrandXR’s platform includes built-in prompts for easy sharing, and we’ve seen campaigns where one AR billboard resulted in thousands of organic social posts – boosting reach beyond the physical location. On the backend, our solution collects engagement metrics: we provide dashboards on scans, interactions, time spent, repeat usage, geoheatmaps of where users are activating, etc. Marketers get concrete data to prove ROI. As one of our case notes, unlike static OOH, with AR you can know exactly who, when, and how people interacted with your ad[27].

Why Partner with BrandXR? Besides our technology, BrandXR stands out through experience and comprehensive support. Our team adopts a consultative, “creative agency” style—we help brainstorm the most effective AR concepts that match your campaign goals and audience. We’ve seen what works across industries like beauty, fashion, entertainment, and automotive, and bring that knowledge to every project. We also handle everything from 3D content creation to QA testing across devices, deployment, and analytics. Concerned about integration or scale? We’ve got it covered. Our projects with Fortune 500 companies have collectively generated over 100M impressions and tens of thousands of user-created videos, delivering real business results such as up to 40% conversion rates from AR engagement to store visits or purchases[28]. We’re also experienced in the logistics of OOH—whether it’s coordinating with media owners to install AR kiosks or ensuring QR codes and call-to-actions are effectively placed on creative, we make sure the AR component is seamlessly integrated into the overall campaign.

Finally, BrandXR is always innovating. We monitor emerging technologies such as AR glasses and AI integration to future-proof your OOH advertising. Partnering with us means you’re getting more than a one-time gimmick; you’re adopting a strategy where augmented reality becomes a lasting competitive advantage in your advertising mix. We focus on building scalable solutions – for example, once we create an AR experience for a campaign, you can roll it out across hundreds of billboards or multiple markets without a proportional rise in cost (design once, use many times[29]). This makes AR not only exciting but also efficient.

Conclusion & Next Steps

The era of passive billboards and one-size-fits-all advertising is giving way to a new period of immersive, personalized, and highly engaging OOH experiences. Virtual try-ons powered by AR lead this change in the beauty and fashion industries, and their principles apply more broadly across retail and beyond. We’ve seen how AR mirrors and AR billboards capture audiences—whether by letting a shopper virtually try on a product in a store window or inviting a passerby to interact with a mural through their smartphone. The benefits are clear: longer engagement times, memorable brand interactions, higher conversion rates, larger basket sizes, and rich data and insights from user interactions. Most importantly, AR OOH experiences delight consumers. They provide utility (try before you buy) and entertainment (shareable fun moments) in one package, which shows up in metrics like repeat usage and social sharing.

For marketing leaders at Fortune 500 companies and OOH advertising executives, the message is clear: AR try-ons are no longer a novelty—they are a proven way to drive business results and to future-proof your advertising plans. As more brands adopt AR, audiences will start to expect this level of interactivity. Early adopters will gain the most by standing out as innovators and capturing the public’s imagination, much like the brands in our case studies did.

The time to act is now. The technology is mature, consumer awareness and interest in AR are at an all-time high (81% of people who have experienced AR in advertising want to see more of it[30]), and the tools to implement it – such as BrandXR’s platform – have significantly lowered the barriers. AR can be integrated into existing campaigns with relative ease and at a fraction of the cost of traditional large-scale activations, often boosting the effectiveness of those campaigns by 2-3 times or more in key metrics. In other words, the question is no longer “should we try AR?” but rather “how can we smartly incorporate AR to lead in our category?”

If you’re ready to explore AR virtual try-ons for your next OOH campaign and want a strategic partner to ensure its success, BrandXR is here to assist. We provide personalized consultations to identify high-impact AR opportunities for your brand, demonstrations of AR mirror and AR billboard experiences, and comprehensive development and deployment services. Let’s work together to create an AR activation that impresses your audience and achieves your KPIs—whether that's boosting in-store sales, increasing online conversions, or enhancing your brand engagement.

Contact BrandXR today for a consultation and demo. Let’s reimagine what’s possible in out-of-home advertising, together!

Sources

[1] [9] [10] World’s largest AR mirror lets consumers try on makeup

https://www.cosmeticsdesign.com/Article/2023/10/25/world-s-largest-ar-mirror-lets-consumers-try-on-makeup/

[2] [12] [24] [28] [30]  Augmented Reality for OOH Advertising | BrandXR 

https://www.brandxr.io/ar-marketing-roi-calculator

[3] [7] [14] [23]  BrandXR Research Report: How Beauty Brands Are Using AR Mirrors to Increase Sales 

https://www.brandxr.io/research-report-how-beauty-brands-are-using-ar-mirrors-to-increase-sales

[4] Billboards and Augmented Reality: How AR is Elevating OOH

https://effortlessoutdoormedia.com/billboards-and-augmented-reality/

[5] [13] [17] Sephora Case Study | Boosting Engagement with AR Marketing

https://www.braze.com/customers/sephora-sea-case-study-ar

[6] Beyond the Mirror: How AR Is Transforming Fashion, Beauty, Jewellery,

https://www.fashionbi.com/insights/beyond-the-mirror-how-ar-is-transforming-fashion-beauty-jewellery-and-watches-in-2025

[8] [11] [15] [18] [20] [21] [22]  Top 10 Social Augmented Reality Marketing Campaigns of 2025 

https://www.brandxr.io/top-10-social-ar-marketing-campaigns-of-2025

[16] [19] Maybelline Commissions Building-Scale AR Mirror

https://www.adweek.com/brand-marketing/maybelline-building-scale-ar-mirror/

[25] [26] [27] [29]  Augmented Reality Billboards | BrandXR 

https://www.brandxr.io/ar-billboards