Google is launching a set of augmented reality (AR) tools aimed at both beauty consumers and brands. These new tools will include expanded virtual product try-on capabilities, AR ads for beauty products, and will be accessible on the mobile web. Google's move is part of its broader strategy to make AR features more widely available in mobile search. Starting today, users can virtually try on hair colors and foundations using their own images or model images, not only in the Google app but also on the mobile web. Users can search for specific foundation or hair color products from participating brands, select a product, and tap "try on." Notably, this marks the first time Google is offering AR beauty try-on features on the mobile web, as it was previously limited to the Google app.
In the coming weeks, Google plans to expand this functionality to encompass all of its existing AR beauty categories, including eyes and lips. Currently, around 50 brands offer AR try-on for beauty products through Google, with brands like Mac, Urban Decay, and Covergirl providing AR experiences for various makeup products. Additionally, brands like Revlon, Splat, and L’Oréal's suite of brands are offering AR try-on experiences for at-home hair color. Google is also introducing AR beauty ads specifically for lip and eye products, with plans to extend this feature to foundation as well. This will enable users to view beauty products through AR in ads using various model images, further enhancing the consumer's shopping experience and providing more insights for brands.
Google's foray into AR beauty began in 2020 when it introduced AR beauty try-on features within its app. Initially, users could try products on their eyes and lips using both model images and their own photos, and later, the platform included the ability to try foundations on supplied model images. Expanding these features to the mobile web is a significant step as it broadens the audience that can access Google's AR beauty tools. According to Lilian Rincon, Senior Director of Consumer Shopping at Google, in the past six months, Google has witnessed increased momentum in AR shopping, with an event featuring Google AR and Pat McGrath Labs in New York attracting a crowd of consumers. Google's internal data shows that when AR is present, shoppers engage with beauty products 10% more. This enhanced shopping experience not only benefits consumers but also makes Google's advertising more valuable to brands. Despite the popularity of AR beauty try-on, it remains underutilized, with only 33% of brands offering it. Therefore, Google's push to make these features more accessible is likely to make it a more attractive platform for beauty consumers and brands alike.
