Coty takes virtual make up concept a step further

By Simon Pitman contact

- Last updated on GMT

Coty takes virtual make up concept a step further
Coty has unveiled a blended reality Magic Mirror at its relaunched Boujois boutique in Pars, a step that highlights how technology can integrate physical products with digital content.

The step is billed as a first-of-a-kind augmented reality makeup try on experience, and builds on existing technology and concepts that have combined digital technology to highlight color cosmetic products and looks.

Coty developers worked towards building up an accurate virtual try-on make up concept that gives the consumer greater confidence, accuracy and a superior level of choice.

How it works

The concept is simple. If, for example, the consumer wants to try on a wide range of lipstick shades, each one can be tested on an image of their lips to show how it might look, without having to go through the physical process of trying on and wiping off many lipsticks.

The development team at Coty believes this takes the traditional virtual makeup experience to the next level because previously the concepts only allowed consumers to try the make up on in a virtual setting, whereas the Magic Mirror allows consumers to have the real products in their hands, simultaneously.

This not only heightens consumer engagement with the actual product, but also falls in line with consumers expectations that a combination of physical and digital elements are optimal when it comes to trying out beauty products.

Simultaneously, it also eliminates problems about tester colors not been available, concerns about hygiene and the chance that shoppers might get stains or smudges on their clothes.

 Highlighting the Bourjois Rouge Velvet collection

The Magic Mirror concept is initially being tried out on the Bourjois Rouge Velvet Lipstick collection, and shoppers are also able to complete their digital looks onscreen with matching eye make up and blush, to complete the look.

“As part of our desire to reinvent the retail experience through purposeful and personalized innovation, the Bourjois Magic Mirror represents the most extensive integration of physical products and digital content in the beauty industry,”​ said Elodie Levy, Coty Global Digital Innovation Senior Director.

“Most women intuitively prefer to play with a lipstick rather than touch a screen, as there is an inherent sensual aspect in cosmetics packaging that no technology can replace, and our new Magic Mirror provides this desired experience to shoppers.”

Related topics: Market Trends, Color Cosmetics

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