Google launches mobile Web AR beauty feature

(Nweon October 26, 2023) Google believes that beauty products are one of the most difficult products for consumers to purchase, especially online. Beauty products may have different effects on different people, so there is a lot of emphasis on personalization and trial use. For example, finding the right lipstick color can be very challenging and even frustrating.

So, Google recently released a new AR beauty tool and announced that it will bring the AR beauty function to mobile browsers.

Google launched AR beauty features about three years ago to help shoppers find products that suit them easily and confidently. The company says that shopper interaction with beauty products increased by 10% when the AR feature was available.

Therefore, Google decided to pursue its victory and help more consumers and brands accept this new way of shopping. Starting today, the company is bringing AR beauty functionality to mobile browsers, with new features for hair color and foundation. This not only provides consumers with a realistic trial method, but also provides beauty brands with the opportunity to use AR for product marketing.

Added new features for hair dye and foundation

In addition to the original lips, eyes and foundation, Google has also added a new AR beauty category: hair dye. Now, if you're shopping for at-home hair color products, you can see the effects of different shades from L'Oreal's range of brands, and others like Splat and Revlon will soon follow.

In addition, although Google’s earlier AR beauty tools have already involved foundation, now Google has brought additional new ways to try foundation. In the past, you mainly chose to experience the effect of foundation color on 148 different models, but now you can choose to try it yourself. Just search for the foundation type or name, select the product you're interested in, and click "Try" to have the relevant effects applied to your lips using your smartphone's front-facing camera and AR feature.

Extended to mobile browsers

Google says that thanks to advancements in their AR technology, US users will be able to access Google’s AR hair and foundation tools through any mobile browser in addition to the original Google app. In the coming weeks, AR lip and eye makeup will also be available on mobile browsers.

Provide brands with stronger influence and creativity through AR beauty

Google believes that when a new tool helps consumers, it may help the entire industry. The company pointed out that after interacting with AR beauty, consumers are more likely to spend more time on the brand website and may take action. Google is already optimizing the AR trial feature of the search bar in 2022 so that brands can more easily connect with consumers looking for their products.

Today, you can access more than 50 beauty brands through Google’s AR Beauty feature, including well-known brands and independent startups. In the past six months alone, brands such as Covergirl, Dior Beauty, Fenty Beauty, Laura Mercier and Makeup by Mario have launched their own collections for Google’s AR beauty platform. At the same time, we now accept AR assets from various data providers, including PulpoAR and Perfect.

Google points out that with AR beauty ads, brands have a new way to promote their lip and eye makeup products (foundation is coming soon). Shopping ads can now include a new trial experience within the ad’s product imagery. Combined with relevant product information, AR beauty ads help Google’s beauty brand partners showcase their products in a more interactive way.

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