Google is releasing a number of new augmented reality (AR) products geared for beauty firms and aficionados in an effort to increase mobile users’ access to AR features. The newest action from the tech giant involves expanding augmented reality and virtual goods try-ons while also bringing these features to the mobile web.
Starting from October 25th, users of the Google app and mobile web will be able to digitally experiment on foundations and hair colours on both their own and model photographs. Using the web browser on their smartphone, users can search for a foundation, hair colour, or name from a participating brand using Google. Once they find a product they like, they can hit “try on.” Initially google used to only give AR beauty try-on within the Google app but this is the first time it is available on the mobile web.
All of Google’s current AR beauty categories, including lips and eyes, will get the extended capabilities over the next few weeks. Augmented Reality try on for beauty products is available via Google from 50 brands, including Mac, Urban Decay, and Covergirl; for at-home hair colour, it is offered by Revlon, Splat, and L’Oréal’s suite of brands.
The ability to view beauty items in commercials on different model photographs will be made possible by Google’s introduction of augmented reality beauty ads for lip and eye cosmetics, with foundation to follow.
In 2020, Google launched its augmented reality beauty try-on app, which lets users test makeup on provided model photographs and cosmetics on their own images as well as on models’ lips and eyes. According to Lilian Rincon, senior director of consumer shopping at Google, expanding to the mobile web is a significant development because it increases the potential user base for Google’s AR beauty features. Google has noticed a rise in interest in augmented reality shopping over the past six months from both consumers and brands. From October 20th to the 22nd, Pat McGrath Labs hosted a pop-up Google AR event in New York that drew a large number of customers.
Additionally, google’s internal data indicates that when augmented reality is included, consumers interact with beauty products ten percent more. It has also been discovered that after engaging with AR beauty on Google, customers are more likely to spend longer time on the brand’s website and maybe take actions like looking up a new product or making a purchase.
Consequently, AR increases the value of its advertising to businesses, who may decide to raise their advertising budgets. According to the Vogue Business Beauty Index Sixty-five percent of beauty consumers are interested in trying on AR products from businesses, but just thirty-three percent of the brands provide this service. It is also notable that this technology is most popular in the age group of 35-44 especially in the US.
AR try-on for cosmetics is particularly well-liked since it allows customers to try on things before they shop online and it also gives brands information about whether colours or products are popular. According to Google, the most popular try-on colours this autumn are dusty rose and mauve eyeshadows and raspberry-reddish lipsticks and historically, the beauty industry has been the first to test AR try-on, since the advent of playful face filters on apps in the past 10 years.
But compared to mobile apps, enabling augmented reality on the mobile web is much more difficult. This is partially due to the processing power needed as applications can have more sophisticated features without requiring an online connection, whereas mobile browsers depend on the strength of the phone’s cellular or internet connection to function. According to Lilian Rincon, prior AR try-on experiences that depended on cloud-based data weren’t particularly good. For this reason, in the past, brands have included augmented reality experiences into apps, including social media or their own apps.
Some Companies that have stepped into AR Beauty are:
Revlon
Urban Decay
Cover Girl
Sum up
Google’s bold move into AR beauty is set to completely change how we interact with beauty items on the internet. Google is establishing itself as a leader in the fusion of technology and beauty with its growing array of brands, innovative mobile web extension, and immersive augmented reality experience. In the process of rewriting the narrative of how we see beauty in the real world, Google is undoubtedly setting the direction for a time when augmented reality will be synonymous with the foundation of digital beauty discovery.
