Coty launches app-free virtual makeup try-on experience for CoverGirl

By Deanna Utroske

- Last updated on GMT

image courtesy of the brand
image courtesy of the brand

Related tags Cosmetics Covergirl

Using AR technology, the beauty maker has created a new tool for consumers to virtually test and shop full looks online in real time from any device. And Coty has plans to upgrade and roll out this sort of tech for all its color cosmetics brands.

CoverGirl’s new dot-com ‘try it’ feature brings shoppable AR to consumers without the need for an app, so consumers can use it on any device at any time—at home, in-store, on the go.

“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,”​ explains Ukonwa Ojo, senior vice president of CoverGirl at Coty, in a media release about the new AR try-on technology.

“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,”​ she says.

Retail partnership

The looks consumers can try on using the site are shoppable thanks to a partnership between CoverGirl and Walmart.

“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, tells the press.

Digital relationship

Coty’s in-house marketing technology agency Beamly created the live-camera app-free experience in conjunction with the creative tech agency Holition. Consumers can use the site on any device running iOS11 or higher as well as on most current Android phones.

As part of the campaign to get consumers using the new tool, five CoverGirl spokespeople / influencers will create how-to videos for each of the trends featured, using the same spring 2018 CoverGirl products that consumers can shop though the try-on site.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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