One of the most popular uses of AR on mobile is the ability to change your appearance through accessories, clothes, and makeup. This trend is not new to Instagram and Snapchat, but Google is now introducing its own update.
ModiFace and Perfect Corp were tapped by the tech giant to provide a feature that allows online shoppers to try on makeup virtually without having to leave their Search results.
Separately, Google teamed up with Snapchat to put an immersive twist on its ‘Year in Search’ trends overview. Here’s a high-level overview of the latest.
Mobile shopping brings the best of in-store shopping with you
Similar to YouTube’s AR feature for makeup try-on launched last year, Google’s latest push utilizes top brands including L’Oréal, Estée Lauder, MAC Cosmetics, Black Opal, and Charlotte Tilbury allowing consumers to try on a variety of makeup products without having to set foot in a store 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 Infallible Paints Metallic Eyeshadow,” — they’ll be directed to the virtual try-on shopping experience at the top of their search results. They can then browse through a collection of photos featuring models from a variety of skin tones so they can compare the shades and choose the right product.
“Seventy-three percent of U.S. shoppers are planning to buy online,” said Archana Kannan, Group Product Manager, Shopping and author of the announcement regarding this past holiday season’s expectations. “There are plenty of perks with online shopping, from the convenience of doing it from your couch to the multitude of options right at your fingertips.”
Details aside — the key takeaway here is that more than ever consumers are finding out about products from social media, then clicking through direct links to retailers to make purchases or even transacting directly on social platforms like Facebook or Instagram without leaving the app. This shift is driven by the influencers. Influencers.
Experts and enthusiasts endorse your work
Google is evaluating how consumers make their decisions. One of the biggest trends in recent years is the use of recommendations from trusted sources, such as influencers.
The company will also be displaying recommendations from beauty, home and garden experts and enthusiasts when a user browses Google Shopping on his or her phone. Jonet, a professional makeup artist, shares the latest information about makeup looks. Homesick Candles offers holiday gift ideas.
“Sometimes it’s helpful to get recommendations and see how products work for other people,” explained Kannan. “Once you’ve found a product you love, you’ll be able to easily shop these recommendations.” This feature comes from Shoploop, a product formerly part of Area 120, Google’s in-house incubator.
The ‘Year in Search’ AR experience
Snapchat and Google are both embracing nostalgia at the end of the year. Snapchat now offers a new Google Lens, which allows users to interactively travel down memory lane with all the important 2020 events and notable insights.
Clicking on a photo from a Black Lives Matter protest reveals that searches for the term increased five-fold compared to last year. Further, searches for “protest near me” were made in every state in the country for the first time ever.
“As 2020 comes to an end, Snap and Google have partnered to bring Google’s iconic “Year in Search” story to life with an immersive augmented reality experience. This marks the first time Google’s “Year in Search” has been brought to life in AR, and the campaign’s debut on Snapchat.”
Additionally, Snapchat also reports that for the first time Google will run its “Year in Search” video as ads on the platform.
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