Coty, Inc. on Monday (Sept. 27) announced a multi-channel agreement with beauty tech platform Perfect Corp. to embed augmented reality (AR) and artificial intelligence (AI) experiences into Coty’s beauty brands.
The new offerings include virtual try-ons, online skin diagnostics and data-driven personalization for CoverGirl, Sally Hansen, philosophy and other Coty makeup brands, plus its fragrance offerings.
The partnership creates enhanced eCommerce opportunities for Coty and adds touchless experiences for shoppers in the company’s retail stores.
“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,” Coty Chief Digital Officer Jean-Denis Mariani said in the announcement.
“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,” he said.
Among the options for Coty shoppers using the AR and AI enhancements are discovering a new lipstick, trying it on virtually and going to checkout, all while watching a livestream, Mariani said. Coty recently adopted a Digital-First Omnichannel strategy focused on digital storytelling and discovery.
“Perfect Corp. has always been at the forefront of virtual try-on experiences, digital storytelling and AR technologies,” Perfect Corp. Founder and CEO Alice Chang said in the announcement.
“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-stream and leading technology-driven capabilities, which is becoming increasingly important for consumers when shopping with their favorite brands,” she said.
Earlier this month, Perfect Corp. launched a digital makeup tutorial solution with step-by-step lessons using AI and augmented reality.
Perfect’s YouCam Tutorial provides brushstroke overlay animation, which educates consumers virtually on the correct makeup application techniques. Makeup artists debuted the new technology at The Nolcha Shows at New York Fashion Week.
The Software-as-a-Service (SaaS) solution also includes integrated eCommerce capabilities.