Although virtual reality is the more well-known term, companies are increasingly interested in augmented reality (AR). This technology allows us to view reality with digital elements, whether through our mobile phone screen, using a headset, or with glasses.
While Google already allows us to try out products using augmented reality before purchasing them on Google Shopping, they recently took a step further by expanding this feature to include beauty products. This functionality can now be used through the Google app or on our mobile browsers.
Firstly, the expansion of Google’s AR shopping features now allows us to see how different shades of L’Oréal hair dyes would look on us, either with the image of a model or our own, through the device’s camera. Soon, we will also be able to “try on” dyes from other brands, such as Revlon and Splat.
Another significant step by Google is that it will allow using this augmented reality feature outside of its app, simply by opening the browser on our mobile phones. Moreover, the company will soon expand the feature to allow us to try on other types of makeup, including eye and lip products.
Lastly, Google will enable cosmetic brands to use these AR tools to showcase their ads on Google Shopping, allowing users to select the shades worn by the models in the ads. However, it won’t allow us to see ourselves in the ads with those makeup shades.
While this technology has been around for several years, it is still in its early stages, and there is much ground to cover. In the coming years, we can expect more and more brands to advertise their products using augmented reality features, aiming to increase engagement with their target audience.
