Google Debuts AR Makeup Feature Powered by L’Oreal

Need to Know

• Google has launched a new augmented reality feature that lets users see how eyeshadow and lipstick looks before buying.
• Customers can visualize how different shades from brands like L’Oreal, MAC Cosmetics, Black Opal, and Charlotte Tilbury look on themselves or a model.
• The integration is powered by Perfect Corp as well as the L’Oreal owned ModiFace. Both have launched similar AR tools with Walmart and Amazon in the past.
• This launch is Google’s latest attempt to integrate e-commerce directly into its search function as it tries to keep people from navigating away from its ecosystem.

Analysis

Google is entering the world of augmented reality makeup try-ons with the launch of a new integration powered by ModiFace, a L’Oreal-owned technology startup, as well as Perfect Corp.

The new integration allows shoppers to try on lipstick and eyshadow shades from several different brands, such as L’Oreal, MAC Cosmetics, Black Opal, and Charlotte Tilbury. When searching for a particular product through Google, customers can compare shaded and textures on different skin colors and tones.

Users can also virtually try-on shades and products directly through Google’s app. As they swipe left and right, it will automatically apply a new color of eyeshadow or lipstick to their face, all powered by ModiFace technology.

“Say you want to know how sheer a lip gloss is, how much pigment is in an eyeshadow or what a product will look like on your skin tone, it can be difficult to understand these things without seeing the products up close,” writes group product manager for shopping Archana Kannan in a blog post.

“To make it easier for you to answer these questions from home, we’re working with data partners ModiFace and Perfect Corp to help you better visualize thousands of lipstick and eyeshadow shades from your favorite brands.”

L’Oreal has long been a leader in the virtual makeup world since acquiring ModiFace in 2018. The cosmetics brand has launched AR integrations with both Amazon and Walmart, both of which led to massive spikes in e-commerce sales.

This new integration is a big step forward for Google as the tech giant continues to try and break into direct e-commerce. Google’s goal is to have customers search and buy products without ever leaving search tabs. Recent new features such as video-shopping platform ShopLoop and direct e-commerce integration into Gmail showcase Google’s increased attention on capturing a larger segment of the online shopping market.

However, it seems like Google is doing this all out of its own pocket. According to TechCrunch, Google does not consider these new try-on formats to be ads, and L’Oreal (and other brands) are not paying Google for the privilege to be included as an AR makeup integration.

In addition to the new virtual makeup features, Google is bringing influencer marketing closer to its shopping platform by introducing recommendations from beauty, apparel, and home and garden enthusiasts and experts. These featured influencers will talk about products and recommend their favorites, all through Google Shopping.