In 2016, Facebook launched Masks, an augmented reality mask which allowed users to apply in live and still imagery. Facebook has also been creating thematic masks for brands as a revenue stream. In 2018 the brand filed a patent for Dynamic Mask Application. This ‘smart’ Mask, if you will, reads the users face for emotional data and determines as mask that fits that users current emotional state. This product has not yet launched and the patent is pending.