Channels and tools
Augmented reality (AR) is the technology that overlays digital elements (images, text, three-dimensional objects, sounds) on the real world framed by a screen or seen through transparent glasses, in real time and consistently with the space.
Unlike virtual reality it does not cut the user off from reality: it enriches it. The phrase was coined in 1990 by Tom Caudell, a Boeing researcher, for a system that showed workers the layout of the cables to fit; in 1992 Louis Rosenberg built the first working system for the US Air Force. It reached the general public through phones: in 2016 the game Pokémon Go, then social media filters and virtual try-ons of make-up, glasses and furniture. Unlike the metaverse, augmented reality is firmly built into marketing processes, and increasingly so thanks to artificial intelligence and phygital: it lets people try a product without touching it, and in cosmetics it has become a sales tool.
Source: Manuale del Cosmetologo, capitolo 3.6, Tecniche Nuove.
An example
A customer frames her face with her phone and sees the lipstick applied to her lips, in different shades, before ordering it.
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