Google & Pat McGrath Labs Partner on AR Pop-Up Experience

Google and Pat McGrath Labs have announced a partnership to host an augmented reality (AR) pop-up experience that will allow guests to virtually try on Pat McGrath Labs products, shop the collection and learn more about the brand. The event, entitled “THE ARt OF BEAUTY,” will be open to the public from October 20-22 at 101 7th Avenue from 12-7 pm.
The three-day experience will invite guests to use Google’s AR Beauty tool to virtually try on Pat McGrath Labs’ signature lip products and Mothership eyeshadow palettes. Guests can also shop the collection, book a makeup session with an official Pat McGrath Labs makeup artist, and enjoy product giveaways.

Creating a Helpful Shopping Experience with AR

Google’s AR Beauty tool launched in 2020 to give shoppers a more helpful experience shopping for beauty products online. Today, people can virtually try-on thousands of eyeshadow, lipstick, and foundation shades from dozens of brands, including Pat McGrath Labs, all within Google Search or the Google app on iOS or Android.
“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,” said Stephanie Horton, Senior Director of Commerce Marketing at Google. “We’re thrilled that shoppers can now virtually try-on Pat McGrath Labs, which offers products that complement a wide range of skin tones, right within Google’s AR Beauty tool.”
“I am thrilled to partner with Google to launch this immersive experience, a step inside the world of Pat McGrath Labs, and have my products available through Google’s AR try-on,” said Dame Pat McGrath, Pat McGrath Labs Founder. “When it comes to makeup, I always say, ‘use without caution,’ and now you can shop without caution, too. This pop-up will give people unprecedented access behind the scenes of Pat McGrath Labs—I can’t wait for everyone to experience it!”

AR in the Beauty Industry

The partnership between Google and Pat McGrath Labs is a sign of the growing popularity of AR in the beauty industry. AR allows shoppers to try on products before they buy them, which can help to reduce returns and improve customer satisfaction. It also allows brands to create more engaging and immersive shopping experiences.
Earlier this week, Perfect Corp., a leading artificial intelligence (AI) and augmented reality (AR) beauty and fashion technology solutions provider, partnered with Walmart to launch an innovative makeup virtual try-on experience via the Walmart iOS app.

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