In a blog post Released on December 17, 2020, Google announced the launch of a new tool on Search via mobile allowing US users to try on makeup using augmented reality.
To achieve this, the Mountain View firm has established a partnership with ModiFace and Perfect Corp, two companies that have already developed augmented reality technologies in the cosmetics field. She is also in collaboration with four major makeup brands: L’Oréal, MAC Cosmetics, Black Opal and Charlotte Tilbury.
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Usable with lipstick and eye shadow, the functionality is accessible from the Google or Chrome application on a smartphone. To use it, just search for the name of a product designed by one of the four brands. In addition to the usual information that appears, a “try it on” button will appear. It is then possible to choose models with different skin tones to see if the makeup matches it, but also to try it directly on her face using an augmented reality tool. Google explains that it wanted to transpose the experience of in-store customers directly to their phones. Because of the Covid-19 pandemic, many people indeed prefer to shop online, and this tool is ideal for purchasing cosmetics, which is sometimes best to try first:
“If you buy beauty products, it’s hard to make a decision on these personal items without trying them. For example, if you want to know the purity of a gloss, the amount of pigment in an eye shadow, or how a product looks on your skin tone, it can be difficult to understand these elements without seeing the products up close. “.
This is not the first time that Google has tried such an experiment. Last year, an augmented reality tool allowed users to try on makeup while watching tutorials on YouTube. In its post, the Mountain View firm explains that this approach aims to further develop Google Shopping. She added the opinion of experts and enthusiasts to this section: “ Now, when you browse Google Shopping with your phone or scroll through the Google app discovery feed, we’ll show you recommendations from beauty, clothing, and home and garden enthusiasts and experts regarding their favorite products. If a product catches your eye, you can hear directly from experts explaining why they like it and how they use it “. This is another sector that is experiencing significant progress as a result of the pandemic.