Coty launches first app-free AR makeup try-on experience
New York-based cosmetics company Coty has created an online augmented reality try-on service for its CoverGirl brand, allowing consumers to experiment with full makeup looks without having to download an app.
The streamlined experience can be used in-browser via the live camera on mobile devices or desktop computers and, thanks to an exclusive partnership with Walmart, links directly to the retail chain’s website where the products used to create the looks can be purchased from a featured selection.
At launch, there are five looks to try, each representing key trends from the CoverGirl’s Spring ’18 collection: Perfectly Matte Lip, Smoky Eye, No Makeup Makeup, Doe-Eyed and Bold Brow.
The brand has also gone a step further in all round digital integration by enlisting five influencers from the CoverGirl Collective to recreate the full-face AR beauty looks in real life on their YouTube channels. Raye Boyce, Angel Merino, Melisa Michelle, Tiarra Monet and Christina Suh’s beauty tutorials will demonstrate the AR platform and give a step-by-step guide to achieving one of the featured looks with the pre-selected CoverGirl products.
In a release, Coty’s Chief Digital and Media Officer Jason Forbes stated, “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.”
Ukonwa Ojo, Senior Vice President of CoverGirl, explained, “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.”
Augmented reality platforms are a rapidly growing space in the beauty industry, with makeup try-on application YouCam Makeup winning Google Play’s “Best of 2017” award for “Most Innovative App” of the year, last December.
Unsurprisingly, a number of beauty brands have also been trying to cash in on the trend in recent months. Shiseido Americas, for example, acquired AI company Giaran last November with an eye to developing new digital experiences.
Coty, however, may well gain an edge over its competitors by adopting a streamlined no-app approach and calling on some of its top influencers to activate their substantial followings.
The full-face makeup look try-on service is now live on CoverGirl’s website.
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