New launch: AR beauty features
It is getting harder and harder for consumers to order beauty products online. The diversity and personal nature of the beauty sector sometimes make finding the perfect colour or style daunting.
- 2 min read
Fortunately, Google has come up with something to tackle this. Three years ago it introduced AR beauty features that help shoppers discover the right products. These tools turn out to be very popular. Interaction with beauty products has even risen by 10 percent thanks to AR features.
That is why these features are being expanded. Google recently brought AR beauty features to mobile browsers, introducing new ways to try out hair colour and foundation. They also give beauty brands the chance to advertise with AR.
What can you do with these AR features?
With AR features, shoppers can try beauty products on virtually. They can do this at home, so there is no need to go to a shop. Beauty products that qualify for AR include lipstick and eyeshadow, and more recently also hair colour and foundation. With this technology, users can try out different shades and products before making a purchase.
What are the benefits?
The introduction of AR offers major benefits. It lets shoppers explore products better and increases engagement with beauty products. For brands, it opens new doors to show off their range.
Brands also have a new way to promote their beauty products: they can now promote them through ads. Instead of product images, you can now try the product itself. Together with relevant product information, this leads to more interaction with users. In the end, that will result in more purchases.
How does it work?
As a consumer, you can benefit from these AR features by trying out different beauty products virtually in mobile browsers. Simply search for the name of the product or the type of beauty item and select the ‘try on’ option. This gives you the chance to test different colours and products before you buy. It improves the user experience and reduces the risk of making the wrong choice.
Is this already available in the Netherlands?
Unfortunately, the AR beauty features are currently only available in the United States via mobile browsers. It is not yet clear when these features will be available worldwide. For now, we will have to be patient a little longer.
What AR does for beauty products, a good product page does for everything else: removing doubt at the moment of choosing. That is what improving the user experience is all about. See also our cases.
Frequently asked questions
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Wat is AR bij online winkelen?
AR staat voor augmented reality: een techniek die digitale beelden over je eigen camerabeeld legt. Bij online winkelen zie je zo hoe een product bij jou past, zoals een lippenstiftkleur op je eigen gezicht. Het neemt twijfel weg op het moment dat je een keuze maakt.
Hoe adverteren beautymerken met AR in Google?
Google biedt beautymerken de mogelijkheid om met AR te adverteren, zodat shoppers het product in de advertentie zelf virtueel uitproberen. Dat combineer je met relevante productinformatie. Op het moment van schrijven was dit alleen beschikbaar in de Verenigde Staten via mobiele browsers.
Hoe neem je twijfel weg bij bezoekers zonder AR?
Met een pagina die laat zien wat de klant krijgt: echte foto’s van werk, een heldere uitleg van je werkwijze, reviews en een eenvoudige manier om contact op te nemen. Dat is hetzelfde principe als AR, maar dan met middelen die elke website kan inzetten. Lees hoe wij de User experience verbeteren.
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