January 5, 2021

marketing

Erica Perry

photo

One of the biggest use cases of AR on mobile devices since its inception has been the ability to play with your looks, be it through clothes, accessories, or makeup. Snapchat and Instagram are no strangers to this trend, and now Google is setting standards in this area with its own update.

In particular, tech giant has used ModiFace and Perfect Corp, two companies heavily involved in AR beauty technologies, to provide a feature that allows online shoppers to virtually try on makeup without deviating from their search results.

Regardless of this, Google has teamed up with Snapchat to significantly change the "Year in Search" trend overview. Here you will find a general overview of the latest developments.

Take advantage of in-store shopping for mobile devices

Similar to YouTube's AR function for trying on makeup, which was introduced last year, Google's recent push uses top brands such as L & # 39; Oréal, Estée Lauder, MAC Cosmetics, Black Opal and Charlotte Tilbury, so that consumers be able to try on a variety of makeup products without having to go into a store to test their appearance.

Here's how it works: When a user is looking for a specific lipstick or eye shadow product, e.g. B. "L & # 39; Oréal's infallible colors, metallic eyeshadow", he is forwarded to try on virtually in the search results above. From there, they can search a library of photos of models representing a range of skin tones to compare shades and find the right product for them

"73 percent of US shoppers plan on shopping online," said Archana Kannan, group product manager, shopping and author of the Christmas Expectations Announcement. "There are many benefits to shopping online, from the convenience of having things done from the couch to having a variety of options right at your fingertips."

Details aside, the most important aspect of this is that more than ever, consumers are getting information about products from social media and then clicking through direct links to retailers to make purchases or even trade directly on social platforms like Facebook or Instagram without the To exit the app. A big driver of this layer? Influencer.

Recommendations from experts and enthusiasts

As part of the effort, Google is taking into account how consumers ultimately make their choice and a big trend lately is referrals from trusted sources like influencers.

With that in mind, the company publishes recommendations from beauty, clothing, home and gardening enthusiasts and experts, including online influencers, when a consumer searches Google Shopping on their phone. For example, hear the latest about make-up looks from professional makeup artist Jonet or receive Christmas gift ideas from Homesick Candles.

"Sometimes it helps to get referrals and see how products work for other people," said Kannan. "Once you find a product you love, these recommendations are easy to shop for." This feature comes from Shoploop, a product that was formerly part of Area 120, Google's internal incubator.

The AR experience "year in search"

The end of the year always seems nostalgic, and Google and Snapchat are leaning on it in innovative ways. A new Google Lens, accessible through Snapchat, gives users an interactive overview of all the key events of 2020 and noteworthy insights.

For example, if you click on a photo of a protest against Black Lives Matter, searches for the term will increase five-fold compared to last year. In addition, for the first time, each state in the country was searched for “protest near me”.

"At the end of 2020, Snap and Google teamed up to bring Google's legendary Year in Search story to life with a full augmented reality experience. This marks the first time Google's "Year of Search" has come to life in AR and the campaign debut on Snapchat. "

In addition, Snapchat reports that Google will run its video "Year in Search" as ads on the platform for the first time.

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