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Google allows users to access AR try-ons on mobile browsers

Google is expanding the use of its augmented reality (AR)-powered features for advertising and cosmetic purchasing.

The tech giant first used augmented reality (AR) technology in December 2020 to allow customers to try on beauty goods and visualise cosmetic looks straight from web and mobile search results. In November 2022, AR-based foundation matching was added.

In a corporate blog post, Google claimed that when augmented reality (AR) is available, consumers engage with beauty goods 10% more. Highlights of its new AR-based beauty products are listed below; and they are available from this week. 

Along with the existing AR beauty subcategories of eyes, foundation, and lips, Google continues to roll out hair colour, starting with products from the L’Oreal brand lineup. Customers may choose from a variety of models or see how various tones might seem on them while purchasing for at-home hair colour. Splat and Revlon are among the other hair colour brands that will soon be available for trial.

Additionally, Google is rolling out a new AR foundation try-on feature. Customers will have the chance to digitally try on a foundation shade on their own picture in addition to still being able to pick to view how it appears on a varied range of 148 models. Customers may choose a product by tapping try on, search for a foundation type or name, and then choose it.

Customers may use any mobile browser in the United States to access Google’s AR hair and foundation features in addition to the Google app. In the next weeks, Google will also provide augmented reality-based lip and eye cosmetic try-on over the mobile web.

Google has also made it simpler to find its augmented reality try-on option in search during the last year. Currently, Google AR allows users to browse over 50 cosmetics products. Over the last six months, a number of cosmetic companies have made their collections triable on Google, including Covergirl, Dior cosmetic, Makeup by Mario, Fenty Beauty, and Laura Mercier. Additionally, the business is currently accepting AR assets from many data providers, such as Perfect Corp. and PulpoAR.

The product picture in Google shopping advertising may now be replaced by a brand-new, inclusive try-on experience. Brands now have an engaging, augmented reality-enabled method to market their lip and eye products—foundation will be available soon—when paired with pertinent product information.

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