Google searches new online store feature makes buying beauty products online a little less of a gamble. You can now virtually ‘try out’ beauty products from Google Shopping with professional models or, if you prefer, with your own face – thanks to a little augmented reality magic and your smartphone’s selfie camera.
At launch, only select products from Black Opal, Charlotte Tilbury, Estée Lauder, L’Oréal and MAC Cosmetics will be supported, but Google says it plans to include more soon. The company also hopes that the new virtual try-on features will inspire more brands and expand the number of product types that users can view in the app.
To preview makeup on models, search Google Shopping for a product from one of the supported brands. Android users can search with their device’s Google search bar, while iOS users should search with the Google app.
If a product supports Google’s virtual trial, a new tab will appear in the “Overview” tab at the top of the Google Shopping page. The tool includes models with different skin tones and genders, so it shouldn’t be difficult to match your specific skin tone. Tap a face at the top of the window to switch to the photo. You can also scroll between colors from the bottom menu if a product comes in different shades.
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To ‘test’ make-up on yourself in AR, tap the “Try it on” button below the model photos to turn on your phone’s camera. Use the bottom menu to try different color options right away. The app uses technology from AR beauty companies ModiFace and Perfect Corp to apply the makeup to your face in real time. It’s like using a SnapChat or Instagram filter, but without the extra effects or warped face texture, those apps usually apply.
Google says these new tools aren’t meant to be ads, and businesses don’t have to pay Google to let users “try” their products. However, Google still keeps track of your search history so that it can serve you more relevant ads unless you delete that data from your Google account.