Pat McGrath Labs has tapped Google's AR technology to launch its ARt of Beauty shoppable augmented reality pop-up October 20-22, 2023, at 101 7th Avenue in New York. Free tickets are available at www.patmcgrath.com/pages/the-art-of-beauty.
As Mintel recently reported in its 2024 trend report, "technology will play a vital role in [the NeuroGlow] trend, with artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) applications personalizing beauty experiences, tracking well-being metrics and offering virtual wellness consultations."
ARt of Beauty will allow consumers to virtually try on the brand's lip products and Mothership eyeshadow palettes, shop the collection, book a makeup session with an official Pat McGrath Labs makeup artist and qualify for product giveaways.
"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!"