Since its inception, one of AR’s biggest uses of mobile devices has been the ability to play with your appearance through clothing, accessories or makeup. Snapchat and Instagram are no strangers to this trend, and now Google is making its mark in space with its own update.
The technology giant took advantage of ModiFace and Perfect Corp, two companies heavily involved in AR beauty technology, to deliver a feature that allows e-commerce shoppers to try on makeup in practice without having to deviate from their search results.
Separately, Google teamed up with Snapchat to get an immersive turnaround in ‘Year in Search’ trends overview. Here is a high-level overview of the latest.
Bring the benefits of in-store purchases to mobile devices
Like last year’s YouTube makeup experiment with AR, Google’s latest release leverages top brands like L’Oréal, Estée Lauder, MAC Cosmetics, Black Opal and Charlotte Tilbury, allowing consumers to try different makeup products without having to put a foot in the store to test their appearance.
Here’s how it works: When a user searches for a specific lipstick or eyeshadow product, such as – “L’Oréal Infallible Paints Metallic Eyeshadow,” they are redirected to the virtual shopping experience at the top of the search results. . From there, they can browse a library of photos of models representing different skin tones to help compare shades and find the right product for them.
“73 percent of U.S. shoppers plan to buy online,” said Archana Kannan, product manager for the Shopping Group and author of the announcement, about expectations for the past holiday season. “Online shopping has a lot of benefits, conveniently making it from the couch to many options right at your fingertips.”
Details aside – the main takeaway is that more than ever, consumers learn about products from social media, then click on direct links to retailers to make purchases or even direct stores on social platforms like Facebook or Instagram without leaving the app. Great driver for this job? Influencers.
Recommendations from experts and enthusiasts
As part of its efforts, Google takes into account how consumers ultimately make their decisions, and a major trend of late is the recommendations from trusted sources such as influencers.
In this regard, the company publishes recommendations from beauty, clothing, home and garden enthusiasts and experts, including online influencers, when a consumer browses Google Shopping on their phone. For example, hear the latest makeup look from professional makeup artist Jonet or get holiday gift ideas from Homesick Candles.
“Sometimes it’s helpful to get recommendations and see how products work with other people,” Kannan explained. “Once you’ve found the product you love, you can easily buy these recommendations.” This feature comes from Shoploop, formerly part of Area 120, Google’s internal business incubator.
Years of search AR experience
The end of the year always seems to be nostalgic, and Google and Snapchat rely on this in an innovative way. Accessed through Snapchat, the new Google Lens will provide users with an interactive walking memory of all the major events and significant insights of 2020.
For example, clicking on a photo of the Black Lives Matter protest highlights that searches for the term were five times higher than the previous year. In addition, searches “protest near me” were conducted in all states of the country for the first time.
“As 2020 draws to a close, Snap and Google have teamed up to bring Google’s iconic ‘Year in Search’ story to life with a comprehensive augmented reality experience. This is the first time Google’s ‘Year in Search’ will be brought to life on AR and the campaign’s debut in Snapchat.” “
In addition, Snapchat also reports that for the first time, Google will display its “Year in Search” video as a platform for ads.
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