Google is all set to introduce new augmented reality (AR) tools for beauty brands and consumers alike. It includes virtual try-ons of lip and eye products. They are expanding this range to hair colour and foundation soon. For the first time, the service will also be available on the mobile web. Gauri D. reveals the exciting new transitions that await the beauty industry.
Google began the AR beauty try-ons back in 2020. It was unparalleled and momentous at the time. Today, people expect more and Google intends to provide it without asking. The tech giant competes with itself and is now launching the much more complicated VR try-ons. This mainly includes hair colour. The plan is to tool out the feature across all web searches, even mobile phones, which is a huge challenge. The plan extends to introduce foundation try-ons soon. This offers brands a unique marketing and advertising opportunity to attract a new clientele.
BOOSTING BUSINESS
10% more shoppers interact with beauty products with AR is involved, suggests Google’s internal data. This is great news for the brands, as AR is bound to bring more views to the brand pages. The result translates to increased spending on beauty products. This is a win-win situation for both beauty brands and Google. Similarly, on the consumer end, they get an opportunity to see exactly what they are investing their hard-earned money into.
Currently, 50 brands offer AR try-ons to their customers. In an interview, Lilian Rincon, senior director of consumer shopping at Google, said, “Google has seen increased momentum behind AR shopping from both brands and consumers in the last six months.” Few brands offer AR try-ons on models on their brand pages. Now, everyone is bound to bring their business to the big table.
CONCLUSION
This is an exciting time for the beauty industry as we live in the golden age of technology. Previously, players like Snapchat had pioneered AR tech. It, however, succumbed to the growing challenges. Google is now in a race to win. The beauty world waits with bated breath to see the results.
Courtesy Link: https://www.voguebusiness.com/technology/google-bets-big-on-ar-beauty