“If you’re shopping for beauty products, it’s difficult to make a decision on such personal items without trying them on. 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,” said Archana Kannan Group Product Manager, Shopping at Google.
The new offering is aimed at serving the more than 73 percent of U.S. shoppers that are turning to online shopping this holiday season, according to Google.
Even as a large number of consumers are heading online, many still crave in-store experiences such as seeing a product up close, trying it on, or getting advice from in-store experts, Kannan said. Those are some of the aspects of the in-store shopping experience that the new offering aims to bring to consumers’ phones, enabling them to find the perfect match by virtually trying on makeup products in the Google app.
“Find the perfect nude lip by searching for MAC Powder Kiss Lipstick and quickly trying each shade in the collection. If you’re looking for a velvety matte lipstick for your holiday video calls with family and friends, search for NARS Powermatte Lip Pigment and find the color that matches your style.”
The company also plans to display a wide variety of recommendations in the Discover feed of the Google Shopping app, ranging from beauty, apparel and home and garden enthusiasts. Shoppers also have the option to hear directly from experts themselves on why they love the product and how they use it.
Through the new partnership, consumers can now virtually try on products from brands like L’Oreal, Charlotte Tilbury, MAC Cosmetics, and Black Opal.