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March 1, 2018
By: TOM BRANNA
Editor
Timed with its Spring ’18 beauty story, Coty’s CoverGirl brand is rolling out the first full-look, live mobile-web try-on experience, making virtual try-on available directly via browsers on most smartphones without the need for an app download. In addition, Coty is working exclusively with Walmart to ease purchases of the new products used to achieve each beauty look by linking directly to the featured assortment on Walmart.com. Shoppers can visit www.covergirl.com/tryit to virtually apply each look to their face using the live camera on their mobile device or desktop computer. “As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs,” said Jason Forbes, chief digital and media officer at Coty. “Virtually trying on complete trending looks, without having to download an app or go to a store, are great examples of this. We’re excited to partner with Walmart on this initiative, giving online shoppers a specific and seamless path to purchase their favorite CoverGirl beauty looks.” Ukonwa Ojo, senior vice president of CoverGirl, Coty, added, “At CoverGirl we believe that makeup is so much more than a cosmetic—it’s a tool for self-expression. That’s the inspiration for our new brand purpose and campaign, ‘I am what I make up.’ As part of this mission, we need to show up for beauty lovers in compelling ways that resonate with how they absorb content and shop for products. This means being present when they are searching for inspiration to create whatever version of themselves they feel like being in that moment. This is why we decided to develop a tool that would allow them to try on full-face beauty looks, rather than a single product, and make these looks instantly shoppable.” At launch, there will be five key trends from the brand’s Spring ’18 collection available to try—Perfectly Matte Lip, Smoky Eye, No Makeup Makeup, Doe-Eyed and Bold Brow looks. Coty plans to expand this experience to other brands, while continuing to refine the experience and features.
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