Dive Brief:
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Google on Thursday launched augmented reality beauty experiences in partnership with ModiFace and Perfect Corp. to allow consumers to test cosmetics via the Google app.
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Consumers can virtually try on products from brands like L'Oreal, MAC Cosmetics, Black Opal and Charlotte Tilbury, Google said.
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As consumers browse Google Shopping on their phone or the Discover feed in the Google app, the company will display recommendations from beauty, apparel and other experts. The recommendations tool comes from the company's Shoploop team, which emerged from its incubator Area 120, per the company's announcement.
Dive Insight:
Google's latest feature aims to recreate the in-store shopping experience since the COVID-19 pandemic has prevented consumers from trying out cosmetics in person and getting advice from store associates. Through the tool, the tech giant hopes to make it easy to shop for beauty products without trying them on.
Before it collaborated with Google, and even before the COVID-19 pandemic, L'Oreal was already working towards creating a digital cosmetic testing experience. In 2018, L'Oreal acquired beauty tech company ModiFace to introduce AR cosmetic try-on tools. In November, L'Oreal rolled out a collection of virtual makeup for social platforms like Instagram, Snapchat and Google Duo.
Perfect Corp. has also expanded its beauty AR footprint. In September, the company debuted new contactless makeup try-on features. Earlier this month, the company announced the integration of its cosmetic product testing tools into Snapchat.
The arrival of COVID-19 vaccines has brought hope of potentially ending the pandemic that has sent millions into unemployment, killed hundreds of thousands of people and disrupted small and large retailers alike. Experts say there's a chance that the beauty industry's recovery from the coronavirus recession could be faster than retailers and brands in other sectors.
