Facebook is rolling out a new ad format that uses aggrandized absoluteness to animate you to sample some of the articles on display.

The details: The ads appear agnate to every other Facebook ad out there, actualization as a answer tile on your Newsfeed — except they have a “Tap to Try it On” option (presumably with other diction if it’s not article you try on). When you comply, Facebook accesses your camera and gain to put an AR adaptation of the advertised object on your person.

The first aggregation to test out the ads is Michael Kors, which accustomed users to see what its sunglasses would look like on their own faces. Facebook showed an archetype of what a Sephora ad might look like, though I don’t think I could drop austere cash on that overexpensive warpaint after seeing what it looks like on my actual skin.

But wait. There’s more: The AR ads are declared to target anniversary shoppers, though I would point out the main purpose of the AR ads is to try things out on yourself, while the main thing you’re buying during the holidays are gifts. The advertisement implies you can also post photos of yourself “trying on” the items to your Facebook Story — one wonders if this might be a new way of passive-aggressively cogent your accompany what you want for Christmas.

Because allegedly the world can only have room for one social media belvedere with aggrandized absoluteness ads, Snapchat’s stock took a hit in the wake of the roll-out of these ads. Still, it’s accounted the teen-friendly photo app is partnering with Amazon on some kind of “Camera Search,” so we may be seeing an ad addition from it as well.