Why Brands Like L'Oréal and Acura Are Betting Big on Augmented Reality

Apple and Snapchat are opening up new opportunities

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Two weeks ago, Acura set up a racetrack in El Toro, Calif., around a former Marine base and asked four influencers to drive a car as quickly and safely as possible down the course. The catch? All of the drivers were wearing augmented reality-equipped helmets that overlaid HD graphics on top of the real world to make it look like they were driving through a jungle and snowstorm, making it difficult to stay on course.

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