"A new dimension': Coty, Inc. expands digital marketing toolkits with Perfect Corp partnership

By Stephen Daniells contact

- Last updated on GMT

© Tony Studio / Getty Images
© Tony Studio / Getty Images

Related tags: Coty, digital marketing, Artificial intelligence

Leading beauty company Coty has signed a multi-channel agreement with Perfect Corp. to embed a suite of best-in-class augmented reality and artificial intelligence experiences into the digital marketing toolkits of its beauty brands.

The technology solutions will provide virtual try-ons, online skin diagnostics, and data-driven personalization for brands including CoverGirl, Sally Hansen and philosophy, among others, as well as for Coty’s broad fragrance portfolio.

In addition to enhancing e-Commerce experiences, the partnership promises to enrich in-store shopping with touchless product experiences at a time when hygiene and safety are dominating retailer operations and consumer mindsets.

The partnership comes on the heels of other recent investments in e-Commerce and direct to consumer selling initiatives and follows Coty’s “Digital-First Omnichannel” strategy that focuses on digital storytelling and discovery.

The pandemic has created more demand for online makeup try-on

The COVID-19 pandemic significantly impacted the color cosmetics category, partly because lockdowns shuttered many brick-and-mortar retail stores, meaning consumers were unable to try-on and experiment with products in stores.

But advances in makeup try-on technology such as the one offered by Perfect Corp helped to offer solutions, allowing consumers to try-on products, switching between a wide range of different colors, textures and combinations in a matter of seconds.

“A new dimension”

Commenting on the partnership, Jean-Denis Mariani, Coty Chief Digital Officer, said: “This partnership adds a new dimension to Coty’s digital journey, incorporating some of the best augmented and virtual reality technologies that will help the full portfolio of our brands unlock the best digital user experience and, as a result, help advance social selling

 “It is key for us as a leader in beauty to select the right technology partners that will help our consumers discover, try and shop for our brands, online and offline, in the most personalized and easiest ways possible.

Mariani continued: “Imagine opening a livestreaming session with your favorite makeup brand, and during it discovering a new lipstick through your preferred influencer, trying the product on virtually from your sofa, and seamlessly going to check out – all without ever clicking out of the livestream. This is what we are working on, Coty and Perfect Corp. We will introduce exciting first-to-market innovations and advanced brand tools across all channels, seamlessly integrating augmented reality, virtual try-on, social selling, data-driven personalization, and more.”

Also included in the long-term agreement between Coty and Perfect Corp. is a development roadmap for co-creation of exclusive technologies for Coty brands.

Alice Chang, Perfect Corp. founder and CEO, added: “Perfect Corp. has always been at the forefront of virtual try-on experiences, digital storytelling and AR technologies.

“Our extensive partnership with Coty helps propel some of world’s largest brands further into the new age of social commerce and DTC selling with unmatched personalization, live-steam and leading technology-driven capabilities, which is becoming increasingly important for consumers when shopping with their favorite brands.”

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