News  Software  October 25, 2023  Reading time: 3 Minute(s)

Lara (author)

Google is making significant strides in the world of augmented reality (AR) beauty with an expansion of its AR shopping feature that allows users to virtually try on beauty products before making a purchase. This update brings the feature to mobile browsers and Google Shopping ads, offering consumers an innovative way to experience beauty products online.

One of the standout features of this update is the introduction of a new hair color category within Google AR Beauty. Users can now experiment with different shades of hair dye from L’Oréal on themselves or select from available models that closely match their look. Additionally, Google has announced that soon, users will be able to try dye shades from other popular brands like Revlon and Splat, making it a comprehensive hair color virtual try-on experience.

Image by Anastasia Kazakova on Freepik

Foundation enthusiasts will also be delighted to know that the foundation category is receiving a significant expansion. While users can still sample various shades on 148 diverse models, they can now virtually apply the foundation on themselves to find their perfect match. This feature allows for a more personalized and accurate foundation selection process, enhancing the overall shopping experience.

Moreover, Google is making AR beauty tools more accessible. Once the hair and foundation categories are rolled out, users can access them from any mobile browser in the United States. The expansion continues, with eye and lip makeup categories expected to be introduced in the coming weeks, providing a more comprehensive range of virtual beauty experiences.

Brands are not left out of the picture. Google's AR beauty tools are being integrated into Google Shopping ads, replacing the traditional product images. This enhancement ensures that potential customers are presented with a more inclusive experience, as they can view products on a selection of diverse models, better reflecting the diversity of potential customers. Initially, lip and eye products will be the first to benefit from this new ad format, with foundation shades set to arrive soon.

Image by Freepik

AR beauty tools have been a niche experience, despite the efforts of beauty brands like L’Oréal and Maybelline to popularize them. However, this feature has been steadily gaining momentum since its introduction in 2020, with well-known cosmetics brands such as CoverGirl, Dior Beauty, Laura Mercier, and many more,  making their collections available for virtual try-ons. While physical cosmetics stores like Sephora and Ulta have offered virtual makeup try-on experiences for years, the online adoption of such features has been somewhat slower.

Google's continued expansion of AR beauty tools not only brings convenience to shoppers but also reflects the changing landscape of the beauty industry. With the ability to try on products virtually, customers can confidently make informed choices from the comfort of their homes, which is especially relevant in today's digital age. The inclusion of diverse models and the integration into advertising further enhance the overall AR beauty experience, offering a glimpse into the future of cosmetics shopping.

(Cover Image by benzoix on Freepik)