With AR and VR technology surging in popularity during the Coronavirus pandemic, Google gears up for a new beauty collaboration.
Google follows in the footsteps of Charlotte Tilbury and NYX with the launch of its own beauty try-on capabilities. The feature makes products from established beauty brands available at consumer’s fingertips without having to go to a physical store. Brands including L’Oréal, NARS, and MAC Cosmetics will feature products like mascara, lipstick, and eyeshadow to be “applied” virtually. The try-on feature will work via the Google app, which also allows consumers to purchase products from their smartphone. Google will work with AR brands Modiface and Perfect Corp. to integrate the feature through a user’s front facing smartphone camera. This marks the second initiative for both partner brands, as Modiface is owned by L’Oréal—which offers its own try-on capabilities—and Perfect Corp worked with Allure magazine last year for a virtual beauty campaign. By teaming up with Google, both brands can widen their reach of technology while helping the digital titan drive app downloads of its own.
Beauty shopping was a traditionally in-person experience, but the rapid growth of social media shopping and online beauty buying during the pandemic has seen brands swiftly shift their selling strategies. Since the pandemic began in early 2020, AR technology for beauty has risen 17% according to a Gartner report, which could show that both beauty brands and buyers have a blossoming interest in virtual accessibility. By working with Google’s try-on features, beauty brands could connect with a growing audience of cosmetic consumers around the world primed for convenient and realistic shopping experiences from home. Additionally, the changing landscape of online beauty buying could help Google expand its presence in the industry while boosting its virtual offerings. Consumer reliance on mobile devices could further aid Google and its beauty partners, as the features work solely on the smartphone app, which could lead to a rise in downloads and repeat visits from users.
Google’s beauty venture could help it retain relevance with beauty buyers as the online shopping landscape shifts to fit new preferences and demands. By embracing AR try-on capabilities, the tech titan and its portfolio of partners could boost consumer engagement and make its app the platform of choice for mobile shoppers.