Google Shopping has expanded its augmented reality (AR) beauty feature to include hair colour and rolled out the feature to mobile browsers in the US.

When using the service, shoppers can see what products look like on themselves or a model with similar physical features.

Google says that shoppers are “gravitating” to AR tools and interact with products around ten percent more when AR is used into advertise them.

Additionally, customers are more likely to spend time on the brand’s website or further research the product if AR is used, added the tech giant.

Google said that the service, which first launched three years ago, will enable beauty brands to advertise using AR.

Over 50 brands including Dior Beauty and Fenty Beauty are already using the Google AR tool.

“Beauty products are some of the trickiest items to shop for, especially online. The beauty category is highly nuanced and personal, so tasks like finding the right shade can be challenging — and even discouraging,” the company said. “Shopping ads are now eligible to feature a new, inclusive try-on experience in place of the ad’s product image.

“Paired with relevant product information, AR beauty ads help our beauty brand partners showcase their products in a more interactive way to capture demand.”

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