Google has introduced a new advertising product called AR Beauty Ads.
These new AR Beauty Ads enable brands to promote their products with virtual makeup try-on experiences using augmented reality (AR) technology. These interactive ads enable brands to showcase their products in a more engaging way.
AR Beauty Ads are now available for lip colour and eye products, with foundation and base products following soon.
This enables a more personalised, unique experience, tailored to each user.
According to Google, this new feature encourages shoppers to spend more time on a brand's website and consider purchasing. Shoppers interact with beauty products 10% more when AR is present.
The growth in popularity of beauty AR has led to major brands partnering with Google on AR experience, including brands such as L'Oreal, MAC Cosmetics, Fenty Beauty and more. Over 50 brands (including established brands and independent startups) are currently using AR on Google. This enables shoppers to see how different product shades might look on them, or a diverse range of models.
In addition to partnering with key brands like Covergirl, Dior Beauty, Laura Mercier and Makeup by Mario, they also have assets from a variety of data providers, including PulpoAR and Perfect Corp.
Google is also introducing its AR try-on experiences to mobile users, which were previously limited to the Google app. This will increase the reach for brands.
Shopping Ads are now eligible to feature a new, inclusive virtual try-on.
1. Simply search for a product type and name
2. Select a product you're interested in
3. Tap 'try on'
Colour cosmetics are some of the trickiest items to shop for online, as the category is so personal, and finding the perfect shade can be challenging. Google's new AR Beauty Ads are set to transform online shopping for both consumers and brands in the beauty industry.
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