Google launches AR Beauty Ads, a novel advertising solution enabling beauty brands to leverage augmented reality (AR) technology for product promotion. These immersive ads incorporate virtual try-on features designed to present products in a more captivating manner.
Currently, AR Beauty Ads cover lip and eye makeup products, with the inclusion of foundation products in the near future. Instead of conventional static product images, brands can offer a personalized try-on experience to cater to individual users.”
Users exploring beauty products will now come across these immersive advertisements that offer them the opportunity to virtually “test” lipstick, eyeshadow, and other cosmetics. This delivers a personalized product preview, and brands benefit from enhanced interactive promotional opportunities.
According to Google, initial tests of this technology suggest that shoppers are more inclined to spend time on a brand’s website and seriously contemplate making purchases after engaging with AR-enabled advertisements.
The introduction of AR Beauty ads marks a significant expansion of Google’s existing array of AR beauty tools. Approximately three years ago, the company initially introduced virtual try-on capabilities, starting with lipstick. Since then, AR-powered shopping for various other products, including eyeshadow, foundation, and hair colour, has gained considerable popularity.”
As a result of this expansion, an increasing number of prominent brands have joined forces with Google to develop AR experiences. Currently, over 50 beauty companies make use of Google’s AR technology. Additionally, the platform has broadened its collaboration with third-party data providers to enhance the creation of digital assets.
New AR Tools for Hair Color and Foundation
In addition to the introduction of AR Beauty ads, Google is extending the availability of many of its AR try-on experiences to mobile browsers. Previously confined to the Google app, these tools are now accessible across a wider range of touchpoints. This expansion enhances the accessibility and visibility of AR beauty features for both consumers and brands.
Effective immediately, Google is launching a new AR beauty category that enables shoppers to virtually test different hair colours. When exploring at-home hair dye options from L’Oreal brands, customers can visualize how various shades would appear on their hair or on a diverse set of models.
Furthermore, an enhanced foundation try-on feature is being gradually rolled out. Rather than solely observing foundation shades on preselected models, shoppers can now virtually apply them to their own faces, providing a personalized preview.
These novel AR tools will be available on both the Google app and mobile web browsers, significantly broadening their accessibility. Google has plans to introduce virtual try-on capabilities for eye makeup and lip products on the mobile web in the upcoming weeks.
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An Increasing Number of Brands Adopt AR Through Google
As the popularity of AR beauty features continues to grow among consumers, Google reports that an increasing number of brands are harnessing these technologies to establish stronger connections with their audience. According to Google, when shoppers engage with AR beauty tools, they are more inclined to spend time on a brand’s website and are more likely to make purchases.
Google’s AR technology now supports virtual try-ons from over 50 prominent beauty brands. Furthermore, Google has expanded its collaboration with data providers to create digital assets for AR experiences.
In addition to these developments, Google is introducing a new option for brands to promote their products through AR with the introduction of AR Beauty ads. Advertisers can replace static product images with interactive virtual try-on previews.
These recent advancements underscore Google’s commitment to enhancing the online shopping experience for both consumers and brands in the beauty industry.
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