Coty unveils new Magic Mirror at Bourjois boutique in Paris

The new virtual try-on mirror combines digital AR technology with in-store habits designed to deliver a 360° beauty experience

Coty has introduced its new Magic Mirror at beauty brand Bourjois’ boutique in Paris.

The Magic Mirror technology, developed in collaboration with Holition and Perch, allows customers to virtually try-on products from Bourjois’ Rouge Velvet Lipstick collection.

Instead of selecting products from an on-screen selection, consumers only need to pick up a product for the mirror to register it.

“The next generation of in-store marketing is about blending digital experiences naturally into the shopper journey,” said Trevor Sumner, CEO of Perch Interactive.

“The Bourjois Magic Mirror uses computer vision to sense the most important indication of interest in physical retail - when a shopper touches a product - unlocking an experience that encourages natural pathways of discovery, education and engagement.”

According to the beauty giant, this mode of shopping enables a more seamless path to purchase.

Elodie Levy, Coty’s Global Digital Innovation Senior Director, said: “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.

“Our new Magic Mirror provides this desired experience to shoppers.”

In addition shoppers can apply filters that give details of the products tried on, which can be printed in-store or emailed with link for purchase on Bourjois’ website.

Coty has been committed to the advancement of AR solutions since launching its AI programme, giving digital start-ups a chance to win a share of US$100,000.

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

Companies