Coty Introduces Blended Reality Beauty Magic Mirror Powered by Physical Products
April 20 2018 - 7:30AM
Business Wire
Reveals First Virtual Makeup Try-On Activated
by Shopper-Product Interaction at Bourjois Paris Boutique
Coty (NYSE:COTY) unveiled a blended reality beauty Magic Mirror
at its newly relaunched Bourjois boutique in Paris. The
revolutionary technology integrates physical products with digital
content, for a first-of-a-kind augmented reality (AR) makeup try-on
experience.
With the blended reality Magic Mirror, when a shopper picks up a
lipstick the chosen color instantly appears on their lips. This
removes barriers of traditional virtual makeup experiences, where
shoppers can only engage with products in a virtual setting.
Putting the physical product in shoppers’ hands has been found to
increase attitudes and purchase intentions of the product,
propelling a more seamless path to purchase. And, 72% of consumers
surveyed said they want an in-store beauty experience to be a
mixture of both physical and digital elements in order to make it
feel more 'real' and 'believable'. At the same time virtual product
try-on solves the issue of testers not always being available,
hygiene concerns and shoppers’ lips becoming stained after only a
few lipstick try-ons.
The in-store connected shelf features the Bourjois Rouge Velvet
Lipstick collection, and shoppers can complete their digital looks
with onscreen eye makeup and blush, which is matched to each
shopper’s individual skin tone. This experience is tailored to
offer both individual products and bespoke beauty combinations. In
addition to product discovery, the Magic Mirror has a selfie
function which is equipped with three playful filter effects and
provides all the details of the products shoppers try on. The image
can be printed in-store or emailed, with links for purchase on the
Bourjois e-commerce site (https://www.bourjois.fr).
Elodie Levy, Coty Global Digital Innovation Senior Director,
said, “As part of our desire to reinvent the retail experience
through purposeful and personalized innovation, the Bourjois Magic
Mirror represents the most extensive integration of physical
products and digital content in the beauty industry. 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, and our new Magic Mirror
provides this desired experience to shoppers.”
Jonathan Chippindale, Holition CEO, said, “Approaching this
collaboration research first, design second and technology third,
we’ve partnered with Coty to create the next generation of the
Magic Mirror, blending consumer insight and strategic UX to
facilitate a bespoke, personalized experience.”
Trevor Sumner, PERCH Interactive CEO, said, "The next generation
of in-store marketing is about blending digital experiences
naturally into the shopper journey. 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.”
The Magic Mirror was developed by Coty in collaboration with
Holition and PERCH. Behind the form and function of the mirror is a
composite of PERCH Interactive’s technology, and Holition’s
augmented reality SDK, FACE by Holition™. Holition harnessed
Perch’s smart camera, which monitors a defined area for activity,
as a trigger for the virtual makeup experience.
About Coty
Coty is one of the world’s largest beauty companies with
approximately $9 billion in pro forma revenue, an iconic portfolio
of brands and a purpose to celebrate and liberate the diversity of
consumers’ beauty. We believe the beauty of humanity lies in the
individuality of its people; beauty is at its best when authentic;
and beauty should make you feel happy, never sad. As the global
leader in fragrance, a strong number two in professional salon hair
color & styling, and number three in color cosmetics, Coty
operates three divisions: Consumer Beauty, which is focused on mass
color cosmetics, mass retail hair coloring and styling products,
body care and mass fragrances with brands such as COVERGIRL, Max
Factor, Bourjois and Rimmel; Luxury, which is focused on prestige
fragrances and skincare with brands such as Calvin Klein, Marc
Jacobs, Hugo Boss, Gucci and philosophy; and Professional Beauty,
which is focused on servicing salon owners and professionals in
both hair and nail, with brands such as Wella Professionals,
Sebastian Professional, OPI and ghd. Coty has over 20,000
colleagues globally and its products are sold in over 150
countries. Coty and its brands are committed to a range of social
causes as well as seeking to minimize its impact on the
environment.
For additional information about Coty Inc., please visit
www.coty.com.
About Holition:
Holition is a creative innovation studio: a synthesis of retail
scientists, film-makers, artists, mathematicians, UX designers and
other curious minds, united by digital empathy towards consumer
experience.
Part think-tank part digital studio, Holition crafts bespoke
experiences for industry leaders across the luxury, fashion and
beauty sectors who look to Holition to introduce a new dialogue
with their consumers.
About PERCH:
PERCH (http://perchinteractive.com) is the first and only
in-store retail marketing platform that can detect what products
customers are touching, picking up or putting down and respond with
dynamic digital content. PERCH’s embedded IoT technology unites
digital content with physical products, delivering highly
personalized product messaging that drives 5-10x customer
engagement, 30-80% product sales lift and 200-400% ROIs on average
- while creating a magical experience for customers. PERCH has
deployments in over 20 countries across 5 continents with clients
that include Neiman Marcus, Sunglass Hut, Jo Malone, Sephora, Kate
Spade, Bayer, Pernod Ricard and many others. PERCH has won numerous
Clio, Digi and retail design awards and was named one of the 15
tech companies to watch in 2018 by Forbes.
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version on businesswire.com: https://www.businesswire.com/news/home/20180420005300/en/
Coty:Jennifer Friedman, +1
917-754-8399Jennifer_Friedman@cotyinc.comorHolition:Adriana
Goldenberg, +44 (0) 20 7583 9203Adriana.Goldenberg@holition.com
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