Reveals First Virtual Makeup Try-On Activated by Shopper-Product
Interaction at Bourjois Paris Boutique
NEW YORK--(BUSINESS WIRE)--Apr. 20, 2018--
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.

View source version on businesswire.com: https://www.businesswire.com/news/home/20180420005300/en/
Source: Coty Inc.
Coty:
Jennifer Friedman, +1 917-754-8399
Jennifer_Friedman@cotyinc.com
or
Holition:
Adriana
Goldenberg, +44 (0) 20 7583 9203
Adriana.Goldenberg@holition.com