Augmented reality (AR) and virtual reality (VR) have been the recent focus of tech developers. They have a growing demand for gaming, marketing, and the workplace. As such, two of the biggest names in the digital world have made their move to introduce wearable computing. Apple will be releasing its AR glasses by early next year. Facebook is also expected to launch its own version in the same period.
Google is also making its move to AR innovation. It launched Shoploop, a video review, and shopping platform. It also introduced Fundo, a virtual events platform. Today, Google enables AR try-on shopping tools.
In June 2019, Google partnered with MAC Cosmetics to test AR try-on. An AR lens will be enabled on the front camera of a smartphone. This lens will allow users to try on eyeshadow and lipstick shades through digital overlays. As Google officially launches AR try-on, a list of other beauty brands is included. These are:
- Black Opal
- Charlotte Tilbury
- L’Oreal
- MAC Cosmetics
Google also announces its Modiface and Perfect Corp as its AR data partners.
Google enables AR try-on shopping tools as of 17 December 2020.
Implications for Marketers:
AR try-on tools are a new way of online shopping. Marketers should keep watch and possibly explore using them to increase engagement in a brand. There’s a possibility that AR try-on can be a dominant feature of online shopping these coming days.
Reference: https://www.blog.google/products/shopping/shopping-beauty-product-try-it-google/
