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New Google technology allows customers to “try on” makeup virtually

Gaelle Walker
22 December 2020

With more people shopping from home than ever before, Google US is launching an array of new features to help shoppers visualise new make-up looks and “try products on” virtually.

The new technology will allow customers to tap in to “some of the benefits of in-store shopping on their phones,” helping them to better visualise key product features such as “how sheer a lip gloss is, how much pigment is in an eyeshadow or what a product will look like on skin tone,” Google’s group product manager of Shopping, Archana Kannan, said.

Developed in partnership with ModiFace and Perfect Corp, the new features allow consumers to better visualize thousands of lipstick and eyeshadow shades from top brands including L’Oreal, MAC Cosmetics, Black Opal and Charlotte Tilbury.  

Customers, who search for a lipstick or eyeshadow product, such as L’Oreal’s Infallible Paints Metallic Eyeshadow, for example, can now see what it looks like on a range of skin tones and compare shades and textures.

Consumers can also virtually try makeup products on right from the Google app.

“Find the perfect nude lip by searching for MAC Powder Kiss Lipstick and quickly trying each shade in the collection,” Kannan added.

Product recommendations and tips from experts and enthusiasts will also be available to shoppers browsing Google Shopping on their devices and on the Discover feed in the Google app.

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