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If you’ve ever used a Snapchat or Instagram filter, you know that one of the most popular use cases for AR (augmented reality) is to change your look with virtual makeup, like a different shade of lipstick or eye shadow, for example. . Today, Google is moving into this space too, launching an AR-powered cosmetics testing experience on Google Search. The company is working in partnership with top brands such as L’Oréal, Estée Lauder, MAC Cosmetics, Black Opal, and Charlotte Tilbury to allow consumers to try on makeup shades on a range of models with various skin tones or even on them. themselves using their forehead. in front of the camera on mobile devices.
Google created the new feature with the help of data partners ModiFace, which brings AR technology to beauty brands, and Perfect Corp, creators of the popular YouCam Makeup app and other AR beauty technologies.
Now when consumers search for a particular lipstick or eyeshadow product on Google, such as “L’Oréal Foolproof Paints Metallic Eyeshadow,” for example, they will find the virtual trial shopping experience at the top of your search results. From here, they can click on photos of models representing a variety of skin tones to help compare the shades and find the right product for you.
To see the product yourself, another new option will allow you to do it with your phone’s camera. In this interface, a variety of tones are displayed at the bottom of the camera stream for you to tap on, just like a social media filter would offer. The experience is similar to YouTube’s AR feature for the makeup test released last year.
Except in the case of Google, you are not trying to beautify your image for the purpose of sharing it on social media. Their goal is to connect consumers with brands for the purpose of making sales, as part of their overall investment in online shopping and, of course, their broader online advertising business.
However, the AR test experience itself isn’t considered an ad format, Google tells us, and participating brands don’t pay Google to be part of the feature. Instead, this is a continuation of Google’s moves to open up the Google Shopping destination to more retailers. In recent years, the Purchases tab had been limited to paid product listings. But earlier this year, Google announced that it would release most of its retail listings under the Purchases tab.
This move came at a critical time for retailers, whose businesses were being significantly affected by physical store closures due to the pandemic. But Google wasn’t making the switch for altruistic reasons. The reality was that by limiting Shopping to paid ads, Google’s Shopping search results were also limited. Often they also resulted in out of stock articles or had other data quality issues. Meanwhile, Amazon was ramping up its ad business, threatening to cut Google’s ad revenue.
Also, many younger consumers today don’t shop on Google at all. They have been discovering products on social media, then clicking direct links to retailers to make purchases or even transact directly on social platforms like Facebook or Instagram without leaving the app.
Google is also entering this influencer-driven shopping market today.
In addition to the augmented reality test, Google will now show recommendations from beauty, apparel, and home & garden experts and enthusiasts, who will talk about their favorite products in videos found on Google Shopping. For example, you can hear from professional makeup artist Jonet about Homesick Candles makeup looks or holiday gifts.
This feature comes from Shoploop, a product that now graduated from Area 120, Google’s in-house incubator. It competes with the video-based shopping efforts of Facebook, Instagram, and most recently TikTok.
The launches come at a time when beauty brand sales have been depressed by the pandemic, not only because of store closings and a work-from-home lifestyle, but also because there is little point in wearing makeup when wearing makeup. half of the face is under a mask.
The new augmented reality test and influencer videos are available in the Google app on iOS and Android.
