Pat McGrath Labs x Shop with Google collaborated for a three-day augmented reality pop-up experience in New York titled The Art of Beauty. For a few days in October, the companies collaborated to share new ways for people to shop for beauty products from the brand using augmented reality tools from Google.
At the event, guests got to virtually try on Pat McGrath Labs’ signature lip products and Mothership eyeshadow palettes, as well as shop the collection and book a makeup session with an official Pat McGrath Labs makeup artist show team member. Dame Pat McGrath, founder of Pat McGrath Labs, said in a statement: "When it comes to make-up, I always say, 'use without caution,' and now you can shop without caution, too."
AR Beauty Pop-Ups
Pat McGrath Labs x Google Teamed Up to Share 'The Art of Beauty'
Trend Themes
1. Augmented Reality Beauty - The collaboration between Pat McGrath Labs and Google showcased the use of augmented reality tools for virtual makeup try-on and shopping.
2. Pop-up Experiences - The Art of Beauty pop-up event demonstrated the appeal of temporary physical spaces for immersive brand experiences.
3. Digital Beauty Shopping - The partnership between Pat McGrath Labs and Shop with Google explored new ways for customers to shop for beauty products using digital tools.
Industry Implications
1. Beauty and Cosmetics - The collaboration between Pat McGrath Labs and Google introduced disruptive innovation opportunities for beauty brands to adopt augmented reality technology for customer engagement.
2. Retail and Marketing - The success of The Art of Beauty pop-up event highlights the potential for retailers and marketers to create unique and immersive experiences through temporary physical spaces.
3. E-commerce and Technology - The partnership between Pat McGrath Labs and Shop with Google exemplifies the innovation opportunities for e-commerce platforms to integrate digital tools like augmented reality for enhanced customer shopping experiences.