Coty is describing the tech as “blended reality”. It’s been designed to promote Bourjous’ new ‘Velvet’ lipstick range, and to activate it users stand in front of a giant selfie style camera which then changes their lip colour on-screen whenever they pick up a new lipstick from the adjacent display.
Coty is investing in the frictionless experience because putting the physical product in shoppers’ hands has been found to increase attitudes and purchase intentions.
Users are able to take a snap and print their mirror images in-store, or email them to themselves.
Elodie Levy, Coty’s global digital innovation senior director, said it was part of the brand’s desire to “reinvent the retail experience through purposeful and personalised innovation.”
The launch from Coty comes just days after it was one of the first brands, along with Adidas, to invest in Snapchat’s shoppable-AR experience.
The personal care group, which owns nail polish company OPI and Rimmel London among others, is also having to keep pace with rivals like L’Oreal when it comes to providing digital experiences for consumers. Less than a month ago, the latter snapped up AR beauty platform Modiface to “support the reinvention of its beauty experience”.
In February, Coty launched a tech startup scheme which is offering up $100,000 in cash prizes to young companies who bring the 124-year-old brand AI solutions.
Source: The Drum