Google is introducing as of Thursday, new shopping experiences that will utilize augmented reality (AR) technology to improve the customer experience when selecting popular items, including makeup and shoes.

Having discovered that foundation is the most searched makeup category on Google Search, yet the most difficult to purchase online, in terms of testing before buying, the brand developed an AR experience that allows customers to more accurately color swatch the makeup. The experience includes an extensive library of 150 models with a range of skin tones, skin types, ages, and genders. It allows customers to see the models before and after the foundation is applied to better intuit whether the makeup will match their own skin. Google is working with approximately 90 brands and over 2,000 foundation shades on this AR shopping experience.

Google is also using AR to improve the shopping experience for sneakers. The brand is collaborating with sneaker brands, including Saucony, Vans, and Merrell to allow customers to find options from these labels in Google Search and pull up 3D models they can set on a table, in terms of size, color, and texture that look as realistic as if they were in a sneaker store.

Customers can move the 3D models around and see all angles of the sneakers, in addition to being able to zoom in or out. Prior tests have shown a 50 percent increase in the time that customers engage with the products, which could lead to an increased likelihood to purchase due to being more informed, the brand said.

Google is also giving all brands that have a 3D asset the opportunity to use this experience on Google Search.