Google partners with Pat McGrath Labs to launch AR beauty trials in New York City

Shop with Google has announced that it will continue its AR beauty campaign in partnership with Pat McGrath Labs, and will host an AR experience event using Google’s AR tools in New York from October 20 to October 22.

Also read: Jewelry icon Tiffany & Co. partner with Snap for the US open

AR beauty try-ons

Dubbed “The Art of Beauty,” the event allows customers to sample Pat McGrath Labs’ lipstick and eye shadow products virtually, purchase products from the collection, book makeup classes with Pat McGrath Labs’ makeup artists, and participate in product giveaway events.

Customers can virtually try lipstick, eyeshadow and foundation shades from several brands, including Pat McGrath Labs, using Google Search or the Google app on iOS and Android.

Also read: Snap launches new tools to entice more brands to invest in AR experiences 

AR as a tool to explore different types of beauty

Google launched AR Beauty Trials in December 2020, enabling customers to virtually try products from brands such as Mac Cosmetics, L ‘Oreal and Charlotte Tilbury. The tech giant has chosen to partner with ModiFace and Perfect Corp to offer virtual trial tools in Google Apps.

For Pat McGrath Labs, the pop-up will give customers “unprecedented access behind the scenes” to the brand, Dame Pat McGrath, founder of Pat McGrath Labs, said in a statement.

“AR is an incredibly helpful technology for online beauty shoppers of all skin tones and ethnicities because it allows them to envision what a beauty shade looks like on them, or on a model who resonates with them, all before they buy,” Stephanie Horton, senior director of commerce marketing at Google, said in a statement.


Increasing range of virtual trial tools

In addition to Google, Perfect Corp is also working with other large companies to expand the reach of its digital product trial tools. In July, the company partnered with travel retailer Dufry to offer AR makeup trial technology at airports, enabling customers to try out products from Kylie Cosmetics, Benefit and other beauty brands.

Last Friday, Walmart announced a partnership with Perfect Corp to launch a virtual cosmetics trial tool in its mobile app, featuring brands such as Covergirl, Maybelline and Revlon.

In Pat’s view, it was also a great opportunity for Pat McGrath to tell the story of the brand’s history, including her own storied career.

“It can help customers understand the history of the brand, look at the past and see great pictures of shows.” She said of the space, “We’re going to give them a lot of experiences, our team is going to be there, and we’re going to do their makeup as well.”


Ivy Wu

Ivy Wu was a media reporter at btw media. She graduated from Korea University with a major in media and communication, and has rich experience in reporting and news writing.

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