Google’s AR beauty tools enable virtual makeover transformation in online shopping

27 Oct 2023 --- Google has launched AR beauty tools enabling shoppers to try on hair color and foundations on mobile browsers virtually, while brands can promote their products with AR beauty advertisements. In the fast-evolving world of online beauty shopping, finding the perfect shade of lipstick or the ideal hair color can be daunting for consumers.

The personal nature of beauty products can leave shoppers perplexed. To address this challenge, Google released AR beauty features nearly three years ago, allowing shoppers to try on beauty products virtually.

The response to the beauty AR has been positive, with a 10% increase in shopper engagement when AR is involved, according to Google’s internal data. This fall, the most sought-after try-on shades include raspberry-reddish lipsticks, such as MAC’s Matte Lipstick in Chili. In eye products dusty rose and mauve eyeshadows, with Urban Decay’s Naked 3 Palette are at the top of the list.

Expanding AR to mobile browsers
Building on Google’s success with AR, it has expanded try-ons to mobile browsers, introducing online experiment methods. 

The new AR beauty category introduced is hair color, allowing consumers to visualize different shades from L’Oreal and other brands on themselves or models.Google’s AR beauty feature now supports over 50 beauty brands.

Brands like Splat and Revlon will soon be available for virtual try-ons. Additionally, foundation shopping has been elevated with the option to test shades virtually. 

Users can search for a specific foundation type or name, select a product, and click “try on.”

Google’s AR technology enhancements have made these features more accessible through the Google app and any mobile browser in the US. The AR lip and eye makeup tools will soon be accessible on the mobile web.

Benefiting shoppers and the beauty industry
The introduction of tools for shoppers is meant to positively impact the beauty industry, claims Google. 

According to Google, shoppers who interact with AR beauty on Google are more likely to spend additional time on a brand’s site and may take actions like exploring new products or purchasing. Google has also made it easier for consumers to discover the AR try-on feature in Search, making it more straightforward for brands to connect with potential customers searching for their products.

Google’s AR beauty feature now supports over 50 beauty brands, including well-established names and independent start-ups. 

In the last six months, leading brands like Covergirl, Dior Beauty, Fenty Beauty, Laura Mercier and Makeup by Mario have made their collections available for AR try-ons. Google also accepts AR assets from various data providers, including PulpoAR and Perfect Corp.Users can search for a specific foundation type or name, select a product, and click “try on.”

Earlier this year, we spoke to Alice Chang, CEO and founder at Perfect Corp., about how technology can reduce packaging waste and drive environmental sustainability.

Shopping ads can feature an inclusive try-on experience instead of a standard product image, offering a more engaging way for beauty brands to showcase their products and attract consumer interest.

Digital beauty tech advancements
In a previous report, we showcased how Revieve, Cloudinary and Perfect Corp. are transforming AR beauty shopping. While skin care brands like Cetaphil delivered personalized skin care treatments with an AI diagnosis platform.

Earlier this year, Revieve formed a strategic alliance with Google Cloud that will facilitate the beauty industry to accelerate its omnichannel digital transformation toward personalized solutions and strengthen relationship-driven commerce.

In dermatological innovations, Personal Care Insights spoke with EveLab Insight and Haut.AI about their technologies while examining global market data on the evolving consumer landscape

By Venya Patel