Virtual try-ons, online skin diagnostics and data-driven personalisations will be on offer with the new technology
Beauty customers shopping for brands owned by cosmetics conglomerate Coty will soon be able to virtually try on their colour skus thanks to a news agreement with Perfect Corp.
As part of the new e-commerce experience, customers can try on products, take part in an online skin diagnostics tool and consume data-driven personalisations.
Brands expected to benefit from the technology include CoverGirl, Sally Hansen and Kylie Cosmetics, among others, and brands in Coty’s fragrance portfolio.
In the future, Coty hopes to enrich its in-store shopping experience as well with touchless product experiences, as seen with many other beauty brands and retailers, due to concerns over testers and hygiene in the era of Covid-19.
“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, as a result, help advance social selling,” said Coty’s Chief Digital Officer Jean-Denis Mariani.
“It is key for us as a leader in beauty to select the right technology partners that will help our consumers discover, try and ship for our brands, online and offline, in the most personalised and easiest way possible.”
The move is an extension of Coty’s digital transformation plan to elevate its consumer brands.
Speaking to Cosmetics Business about its transformation, Stefani Curti, Chief Brands Officer for Coty’s Consumer portfolio, said: “We are extremely encouraged by the momentum we are seeing across the business in our recent quarters.
“We unveiled a multi-year transformation strategy this spring to strengthen Coty’s position as a global beauty powerhouse and are moving at top speed as we execute on our strategic priorities.
“One of those priorities is to stabilise our consumer beauty portfolio, and we’ve already made significant progress in that area thanks to the new campaigns and product launches for CoverGirl, Rimmel and MaxFactor.”
Since implementing this turnaround CoverGirl has achieved its highest brand share in five years and Rimmel has reached its highest market share in the last ten months in the UK.
Meanwhile, commenting on its new beauty deal, Perfect Corp’s CEO Alice Chang, added: “Our extensive partnership with Coty helps propel some of the world’s largest brands further into the new age of social commerce and DTC selling with unmatched personalisation, live-stream and leading technology-driven capabilities, which is becoming increasingly important for consumers when shopping with their favourite brands.”