Social media platforms such as Snapchat or Instagram, make use of AR (augmented reality) that changes up the user’s appearance, be it applying lipstick or other forms of makeup on the user’s face through particular filters. Google will soon join this bandwagon with the launch of its AR-powered cosmetics try-on experience on Google Search.
Google is working with makeup empires such as L’Oréal, Estée Lauder, MAC Cosmetics, Black Opal, and Charlotte Tilbury that will allow the users to try on makeup across a range of models with various skin tones, or if they prefer, they can choose to turn on their front-camera and apply it on their faces. Google’s partner for this development is Modiface, Perfect Corp, to name just two among other AR beauty tech.
Suppose users are searching for a particular lipstick or something else from the makeup category. In that case, they will come across the virtual try-on shopping experience at the top of the search results. From here, they can either choose to apply the makeup on preexisting sets of models or turn on the front camera.
However, this is unlike the hundreds of filters available on various platforms in that it does not try to beautify an image, but rather looks over the overall investment in online shopping and online advertising business.
Google has mentioned that the new AR try-on experience is not an ad format, but a continuation of Google’s aim to open up Google Shopping, which previously was an exclusive feature for paid members, to reach more retailers. This move comes at a crucial juncture for retailers who have been hit badly due to the pandemic.
In addition to the AR try-on, Google will also show recommendations from beauty, apparel, and home and garden enthusiasts who will talk about their favorite products in videos found on Google Shopping.