Dive Brief:
- Continuing its AR beauty push, Shop with Google has partnered with Pat McGrath Labs to host an augmented reality pop-up experience using Google’s AR tools in New York from Oct. 20 to Oct. 22, according to a Friday press release.
- As part of the pop-up experience, dubbed “The Art of Beauty,” shoppers can virtually try on Pat McGrath Labs lip and eyeshadow products, shop the collection, book a makeup session with a Pat McGrath Labs makeup artist and take part in product giveaways, according to the announcement.
- Customers can virtually test lipstick, eyeshadow and foundation shades across multiple brands, including Pat McGrath Labs, using the Google search function or the Google app on iOS and Android.
Dive Insight:
Google unveiled its AR beauty testing feature in December 2020, enabling shoppers to virtually try on products from brands such as Mac cosmetics, L’Oreal and Charlotte Tilbury. The tech giant tapped ModiFace and Perfect Corp. to offer the virtual try-on tool within the Google app.
For Pat McGrath Labs, the pop-up will give customers “unprecedented access behind the scenes” to the brand, Dame Pat McGrath, founder of Pat McGrath Labs, said in a statement.
“AR is an incredibly helpful technology for online beauty shoppers of all skin tones and ethnicities because it allows them to envision what a beauty shade looks like on them, or on a model who resonates with them, all before they buy,” Stephanie Horton, senior director of commerce marketing at Google, said in a statement.
In addition to Google, Perfect Corp. has partnered with other major companies to expand the reach of its digital product testing tools. In July, the company collaborated with travel retailer Dufry to offer AR makeup try-on technology in airports, enabling shoppers to try products from Kylie Cosmetics, Benefit and other beauty brands. On Friday, Walmart announced that it had partnered with Perfect Corp. to introduce a virtual cosmetic testing tool within its mobile app, showcasing brands like Covergirl, Maybelline and Revlon.
