Facebook is beginning to roll out a new augmented reality feature that will give advertisers the chance to show off products in Messenger and the News Feed, Tech Crunch reports. The AR tool will incorporate ads, allowing users to try products on their own faces — such as sunglasses or make-up — within the messaging app.

Ty Ahmad-Taylor, Facebook's vice president of product marketing said, “People traditionally have to go into stores to do this. People still really love that experience, but they would like to try it at home.”

Releasing the AR tool on Messenger was announced at Facebook's F8 developer conference earlier this year, and now it will be pushed across News Feed, with  a small group of advertisers involved in a test run. According to Facebook, Michael Kors was the first brand to test out the AR ads, with Sephora, Bobbi Brown, Pottery Barn, Wayfair, King, and NYX Professional Makeup planning trials for later this year.

Would you love to try on products through Facebook's AR tool? Let us know in the comments.

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