Dive Brief: 

• Despite its small user base and some aesthetic challenges, a few brands and agencies are testing the waters on Google Glass.
• Ready Set Rocket built a Google Glass app to help launch a new cologne for Kenneth Cole. The agency sees the app as experimentation rather than reach and wants to be viewed as an early adopter. 
• Augmented reality advertiser Blippar has developed a marketing technology for Glass that delivers content triggered by real-world interactions. 

Dive Insight: 

Google Glass still has a long way to go to achieve widespread adoption. Particularly, the public's perception of Glass and its users will need to change. If that turns around and widespread adoption happens, the brands and agencies that took a risk on Google Glass will be ahead of the curve. Experimentation on Glass could also lead to innovation in other wearable and mobile devices even if Glass doesn't take off.