Google brings virtual try-on to beauty search results

Consumers searching for beauty products on Google have a new visual aid.

Google is partnering with artificial intelligence (AI)-based augmented reality (AR) technology providers ModiFace and Perfect Corp. to let consumers visualize makeup looks and try on beauty products directly from online and mobile search results. Consumers can see an AR representation of how a beauty product, such as eyeshadow or lipstick, would look like on their skin tone. Participating brands include L’Oreal, MAC Cosmetics, Black Opal, and Charlotte Tilbury.

Virtual try-on is becoming an increasingly popular omnichannel feature offered by beauty retailers and brands. For example, Amazon and Macy’s both provide virtual beauty try-on features using Modiface technology. Meanwhile, Ulta Beauty delivers its AR-based Virtual Beauty Advisor and GlamLab mobile customer services utilizing Google Cloud artificial intelligence (AI) solutions.

In addition, Google is now showing recommendations from beauty, apparel, and home and garden enthusiasts and experts about their favorite products in the Google Shopping feature and Discover feed on its mobile app. This new feature was developed by the Shoploop team, which was formerly part of Area 120, Google's in-house incubator.

“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,” said Archana Kannan, group product manager, shopping, Google, in a corporate blog post. “At the same time, many still crave that in-store experience, whether it’s seeing a product up close, trying it on or getting advice from in-store experts. So, we’re bringing some of the benefits of in-store shopping to your phone, with new features launching this week in the U.S.”