From its inception, one of the biggest cases of using AR on mobile devices remains the ability to play with its appearance either through clothing, accessories or makeup. Snapchat and Instagram are not unknown to this trend, and now Google is tracking its space with its own update.
In particular, the tech giant eavesdropped on ModiFace and Perfect Corp., two companies highly involved in AR beauty technologies, to provide a feature that gives online shoppers a way to virtually try on makeup without deviating from search results.
Separately, Google has partnered with Snapchat to incorporate a reversal in its “Year in Search” trend overview. Here is an overview of the latest high level.
Transferring the benefits of shopping in a store to a mobile phone
Similar to YouTube’s AR makeup testing feature launched last year, Google’s latest push uses leading brands including L’Oréal, Estée Lauder, MAC Cosmetics, Black Opal and Charlotte Tilbury, allowing consumers to try out a variety of makeup products without having to step into shop to test the look and feel.
Here’s how it works: when a user searches for a particular lipstick or eyeshadow product, such as – “L’Oréal’s unmistakable metal eyeshadow colors”, it will focus on virtually testing the purchase at the top of the search results. From there, I can browse the photo library of models that represent a range of skin tones to more easily compare shades and find the right product for them.
“Seventy-three percent of U.S. shoppers plan to shop online,” said Archana Kannan, product group leader, Shopping and author of the announcement regarding expectations for the past holiday season. “There are a lot of benefits to shopping online, from the convenience of doing off the couch to the multitude of options at your fingertips.”
Details aside – the key here is for consumers to learn more about products from social media than ever before, then by clicking on direct links to merchants to buy or even transactions directly on social platforms like Facebook or Instagram without leaving the app. The big driver of this shift? Influencers.
Recommendations of experts and enthusiasts
As part of the effort, Google is considering how consumers ultimately make a decision, and a big trend lately has been recommendations from reliable sources like influencers.
In that sense, the company reveals the recommendations of lovers of beauty, clothing and home and garden and experts, including network influences, when a consumer browses Google Shopping on their phone. For example, listen to the latest news from professional make-up artist Jonet about make-up, or get ideas for holiday gifts from Homesick Candles.
“Sometimes it’s helpful to get recommendations and see how the products affect other people,” Kannan explained. “Once you find a product you love, you’ll be able to easily buy these recommendations.” This feature comes from Shoploop, a product that was previously part of Area 120, Google’s internal incubator.
AR experience “Year in search”
The end of the year always seems to be nostalgic, and Google and Snapchat are leaning towards it in an innovative way. The new Google lens available via Snapchat provides users with an interactive walk through the memory path of all the key events of 2020 and valuable insights.
For example, clicking on the photo of the Black Lives Matter protests points out that compared to the previous year the search term was fivefold. Further, searches for a “protest near me” were conducted for the first time ever in every state in the country.
“As 2020 ends, Snap and Google have teamed up to revive Google’s iconic” Year in Search “story with an impressive augmented reality experience. This is the first time that Google’s year in search has come to life in AR and the campaign’s debut on Snapchat. “
In addition, Snapchat also reports that Google will be showing its “Year in Search” video for the first time as ads on the platform.
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