• by Laurie Sullivan  @lauriesullivan, October 25, 2023

Google this week will begin to roll out a beauty category for hair based on artificial intelligence (AI), adding to features already available for lips, eyes and skin (foundation). It enables shoppers to try on hair dye virtually to test colors.

The AR Beauty feature launches with L'Oreal. While the brand is known for its hair color, it also known for gadgets built on integrated technology. HAPTA is the world’s first handheld lipstick applicator designed for people with limited hand and arm mobility. 

Google's technology allows consumers to shop for at-home hair colors see different shades from L’Oreal, for example. Brands such as Splat and Revlon will become available soon.

The new try-on experience through AR Beauty ads makes advertisers eligible to replace the ad product image in Shopping ads. The interactive experience will serve up alongside relevant product information to help beauty brands showcase products. 

Google launched its first AR Beauty features about three years ago. Shoppers tend to interact with beauty products 10% more when AR is available to assist, per Google.

The foundation category also is being expanded. While consumers can try out different shades on 148 diverse models, they also will have the ability to personally try on the foundation — virtually — to find the perfect shade.

More than 50 beauty brands have already begun to use AR on Google, such as Covergirl, Laura Mercier, and Makeup by Mario. Google said it will accept AR assets from a variety of data providers, including PulpoAR, and Perfect. 

It’s an interesting concept, but many of these AR-beauty tools require the consumer to give the technology access to their camera on the computer or mobile phone. Not all will oblige.

However, Forrester Research predicts that in 2024, digital commerce will go “small, artificial, and augmented.” The firm estimates that generative AI (GAI) will move into a valuable position for digital businesses, while cutting-edge tech like augmented reality (AR) will help a small number of firms improve efficiency.