Google brings AR beauty trials to search
google is bringing an augmented reality makeup trial to its mobile search engine, the tech company revealed Thursday.
The feature will allow people to virtually try on makeup directly from google Search through the Google mobile app on iPhones and Android devices.
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Users will be able to view new looks in two ways: on models with similar skin tones to their own and, using their phone’s front camera, use augmented reality to digitally apply the cosmetics to their own face. to get an idea of the texture. , from transparent and shiny to matte.
In a blog post, Archana Kannan, Group Product Manager for Shopping at Google, explained that online shopping may be booming, but “many still crave that in-store experience, which it whether it’s seeing a product up close, trying it out, or getting expert advice in-store,” she wrote, describing the AR feature as a way to bring “some of the benefits of online shopping to store on your phone”.
The search giant certainly has the technical skills to build the feature on its own, but populating it with the right type of data is another matter. Enter Perfect Corp. and L’OrealModiFace, a subsidiary owned by Google, which worked with Google on the feature.
Both AR beauty companies have been developing their technologies for years using real product data from many of the world’s leading beauty brands. This allowed them to create a range of digital experiences through mobile devices and many other online and in-store integrations.
Now, as Google’s data partners, the companies are bringing a range of brands to Google Search’s AR beauty feature, including BLK/OPL, Charlotte Tilbury, Estée Lauder, L’Oreal and MAC Cosmetics.
“We are excited about this partnership with Google which will bring our ModiFace virtual trial to more makeup fans around the world,” said Lubomira Rochet, Digital Director of L’Oreal. “Our Technology will help them experiment with different looks and try our products wherever they are, which will make online shopping more convenient and fun.
The experience should feel familiar to anyone who’s used similar features in apps like Snapchat, Instagram, Pinterest, and YouTube. In fact, despite being a new offering on Google Search, virtual makeup try-ons have been available on the company’s video platform for over a year.
According to Salima Popatia, senior vice president of global customer acquisition and retention at The Estée Lauder Cos., these types of features are “changing the landscape of online shopping in the beauty industry today” and responds to consumer needs. It’s not easy, especially as preferences and expectations change during the pandemic.
But the Technology works because they allow consumers to “discover” beauty, even online, she added.
There’s also another shopping update on deck: People browsing Google Shopping on their phone or hopping into the Google app’s Discover feed can check out a personalized collection of product recommendation videos, courtesy experts and enthusiasts of beauty, clothing and home and garden. One click takes the shopper to the product page on a brand or retailer’s e-commerce site.
The feature was developed by Shoploop, a video shopping platform born out of Google’s Area 120 internal incubator, the internal research and development division that tests new ideas with the public. The Shoploop concept consisted of short videos – under a minute and a half – that introduced consumers to new products.
The new AR and video features are rolling out this week.