Coty contends this new development removes barriers of traditional virtual makeup experiences, where shoppers can only engage with products in a virtual setting. According to Coty, 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.
The beauty company said 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.
The Magic Mirror was developed by Coty in collaboration with Holition and Perch.