Dive Brief:
- Expanding its AR capabilities, Google Shopping is extending augmented reality beauty tools to mobile browser users and adding hair color to its AR try-on tool, the company announced Wednesday.
- With Google’s AR hair color testing tool, customers can try colors from L’Oréal brands. The company said it plans to add more options from other brands like Revlon and Splat.
- In addition to testing foundation shades on 148 diverse models, shoppers can now virtually try on foundation themselves. Shoppers can access the AR hair color and foundation tools on the Google app or from any mobile browser in the U.S., and AR lip and eye makeup will be available on the mobile web in the coming weeks.
Dive Insight:
Google continues to expand its AR beauty features. Citing internal data, Google said that shoppers using AR beauty tools are more likely to browse brands’ sites and potentially take action, like researching a product or making a purchase.
“Beauty products are some of the trickiest items to shop for, especially online. The beauty category is highly nuanced and personal, so tasks like finding the right shade can be challenging — and even discouraging,” the company said in a statement. “AR features can help make online shopping a better experience for everyone — shoppers and brands alike.”
Google now has more than 50 beauty brands available for virtual testing, including Covergirl, Dior Beauty, Fenty Beauty and Laura Mercier. The company has also introduced AR beauty ads, where brands can promote lip and eye products with a try-on experience in place of the ad’s product image, and will soon do the same for foundation.
Google has been working with brands on virtual try-on capabilities for a number of years. In 2019, the company partnered with L’Oréal to let shoppers virtually try on Garnier hair coloring using Google Lens. The following year, the company collaborated with ModiFace and Perfect Corp. to offer AR cosmetic testing for brands like L’Oréal, MAC Cosmetics and Charlotte Tilbury.
This month, Google also co-hosted an augmented reality pop-up experience in New York City with Pat McGrath Labs. There, shoppers were able to virtually try on the beauty brand’s lip and eyeshadow products and shop the collection.
As Google grows its roster of brands using its AR tools, more companies are introducing similar tech features to attract beauty shoppers. In 2019, Sally Beauty Holdings expanded its ColorView AI tool that allows customers to virtually try hair color and cosmetics to its mobile app and 500 Sally Beauty U.S. locations. This year, Perfect Corp. announced partnerships with Dufry and Walmart to offer its AR try-on technology to cosmetics shoppers.
