Coty, CoverGirl unveil AR experience

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Coty, CoverGirl unveil AR experience

By Gisselle Gaitan - 02/07/2018
Coty and CoverGirl are teaming up to launch a full look live mobile-web try-on experience for beauty enthusiasts. The companies have created a virtual try-on that is available directly on most smartphone's browsers, meaning no app downloaded is needed.

The experience will showcase five new Spring '18 beauty looks from CoverGirl. Users are able to virtually apply each beauty look to their face by using the camera on their mobile device or desktop computer, which allows consumers to try before they buy. The New York City-based company also is working exclusively with Walmart for an easy and convenient way to purchase the new CoverGirl products used within each look, by linking directly to the featured assortment on the retailer's website.

"As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs. Virtually trying on complete trending looks, without having to download an app or go to a store, are great examples of this. We're excited to partner with Walmart on this initiative, giving online shoppers a specific and seamless path to purchase their favorite CoverGirl beauty looks," Jason Forbes, chief digital and media officer at Coty said.

The experience's launch will feature five key trends from CoverGirl's Spring '18 collection the Perfectly Matte Lip, Smokey Eye, No Makeup Makeup, Doe-Eyed and Bold Brow looks. Five influencers from the beauty brand's collective including @itsmyrayeraye, @mac_daddyy, @lovemelisamichelle, @tiarramonet and @xtinaland, will recreate one of the full-face AR beauty looks in real life on their YouTube channels. Each beauty tutorial will demonstrate the new AR tool and provide a step-by-step on how to get the look using the pre-selected products.

"At CoverGirl we believe that makeup is so much more than a cosmetic — it's a tool for self-expression. That's the inspiration for our new brand purpose and campaign, 'I am what I make up.' As part of this mission, we need to show up for beauty lovers in compelling ways that resonate with how they absorb content and shop for products. This means being present when they are searching for inspiration to create whatever version of themselves they feel like being in that moment. This is why we decided to develop a tool that would allow them to try on full-face beauty looks, rather than a single product, and make these looks instantly shoppable," Ukonwa Ojo, senior vice president of CoverGirl at Coty, said.

The experience is available on iPhone devices running iOS11 or higher and most modern Android smartphones and was developed by Beamly, Coty’s in-house MarTech agency, and Holition, a UK-based creative technology agency specializing in emerging technologies. Coty also announced plans to expand the augmented reality experience to other brands it houses.