Using Augmented reality, Google now lets you try thousands of make up products before buying

With virtual reality becoming the need of the hour, organizations and brands worldwide are on an inventing spree. And in living up to this new normal, Google has recently launched an AR-run tool (within its app) that lets beauty connoisseurs try on makeup virtually before buying it. Yes, that’s right!

Introduced in association with ModiFace and Perfect Corp, the novel feature allows consumers to try hundreds of products from brands like L’Oreal, MAC Cosmetics, Black Opal, and Charlotte Tilbury. Users can click through photos of models representing a range of skin tones to compare the shades and zero in on the most suitable product. They can further try out products using their phone cameras by selecting from an array of shades shown at the bottom of the camera feed to tap through.

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Along with the AR tool, the Google app will now throw in recommendations from beauty, apparel, and other experts as buyers scroll through Google Shopping on their phones or explore the Discovery feed on the app. This feature has been developed by Shoploop, which was formerly part of Area 120, Google’s in-house incubator.

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The AR-try-on and recommendation videos are now available in the Google app on both iOS and Android.