if you have used Snapchat or Instagram filters, you will know that one of the popular use cases of AR is virtual make-up to try out lipstick or eye shadow with different colors. Today, Google is also entering the field, launching an AR driven cosmetic trial experience on Google search. The company is working with top brands such as L’Oreal, Estee Lauder, MAC Cosmetics, black opal and Charlotte Tilbury to allow consumers to use front facing cameras on mobile devices and try on makeup tones on a range of models with different skin colors and even on themselves. < / P > < p > Google created the new feature with the help of modiface, a data partner that provides AR technology to beauty brands, and perfect Corp, a maker of popular youcam makeup apps and other ar beauty technologies. Now, when consumers search for a lipstick or eye shadow product on Google, such as L’OREAL’s Infallible Paints Metallic Eye shadow, they will encounter a virtual trial shopping experience at the top of the search results. Here, they can click on photos of models representing different skin colors to help compare colors and find products that suit them. < / P > < p > to see the product in yourself, another new option allows you to do it with your phone’s camera. In this interface, various colors are displayed at the bottom of the camera interface for you to click on, just like the social media filter provides. The experience is similar to the AR feature YouTube launched last year. Its aim is to connect consumers with brands to achieve sales, which is part of its overall investment in online shopping and, of course, part of its broader online advertising business. < / P > < p > however, the AR trial experience itself is not considered an advertising form, and Google tells us that the participating brands have not paid Google to become part of the feature. Instead, it is a continuation of Google’s move to open its shopping destinations to more retailers. In the past few years, the shopping label has been limited to the list of paid products. But earlier this year, Google announced that it would make most of the retail lists on the shopping tab free. < / P > < p > the move comes at a critical time for retailers, whose business has been greatly affected by the closure of physical retail stores due to the epidemic. But Google’s shift is not for altruistic reasons. The reality is that by limiting shopping to paid advertising, Google’s shopping search results are also limited. They also often lead to goods out of stock or other data quality problems. Meanwhile, Amazon is stepping up its advertising business, which is likely to cut Google’s advertising revenue. < / P > < p > in addition, many young consumers today don’t shop on Google at all. They’ve been learning about products from social media, and then they’ve made purchases through direct links to retailers, or even on social platforms like Facebook or instagram without leaving the app. Today, Google has entered this influencer driven shopping market. In addition to AR fitting, Google will now display recommendations from beauty, clothing and home furnishings, garden lovers and experts who will talk about their favorite products in videos found in Google shopping. For example, you can hear from jonet, a professional makeup artist, about make-up styling or a holiday gift from homesick candles. Global Tech