Coty Blends AR and Real Products at Retail

Coty has unveiled a “blended reality beauty Magic Mirror” at its newly relaunched Bourjois boutique in Paris. The technology integrates physical products with digital content, for a first-of-a-kind augmented reality (AR) makeup try-on experience. When a shopper picks up a lipstick from the display, the chosen color instantly appears on their lips on the mirror.

Coty contends this new development 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, said Coty.

According to Coty, 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.

The Magic Mirror also has a selfie function which is equipped with three 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).

“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,” said Elodie Levy, Coty global digital innovation senior director.”   “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.”

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 HolitionTM. Holition harnessed Perch’s smart camera, which monitors a defined area for activity, as a trigger for the virtual makeup 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.”