Works Exclusively with Walmart to Make it Easy and Convenient to
Purchase COVERGIRL Looks on Walmart.com
NEW YORK--(BUSINESS WIRE)--Feb. 7, 2018--
Coty (NYSE: COTY) announced that its COVERGIRL brand is launching the
first full look live mobile-web try on experience, making virtual try on
available directly in browser on most modern smartphones without the
need for an app download. The try on experience will showcase five new
Spring ‘18 beauty looks. COVERGIRL shoppers can visit http://www.covergirl.com/tryit
to virtually apply each beauty look to their face using the live camera
on their mobile device or desktop computer, enabling a fun, new way to
try before they buy. Coty is working exclusively with Walmart to make it
easy and convenient to purchase the new COVERGIRL products used to
achieve each beauty look by linking directly to the featured assortment
on Walmart.com.
Jason Forbes, Chief Digital and Media Officer, Coty, said, “As a
challenger in beauty, our goal is finding better ways to meet unmet
shopper needs. 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, said, “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 COVERGIRL’s Spring ’18
collection available to try: Perfectly Matte Lip, Smoky Eye, No Makeup
Makeup, Doe-Eyed and Bold Brow looks. Five influencers from the
COVERGIRL Collective, including @itsmyrayeraye, @mac_daddyy,
@lovemelisamichelle, @tiarramonet and @xtinaland, will recreate one of
the full-face AR beauty looks in real life on their YouTube channels.
Each beauty tutorial will demonstrate the new AR tool and provide a
step-by-step on how to get the look using the pre-selected Spring ‘18
products.
In the future, Coty plans to expand this experience to other brands,
while continuing to refine the try-on experience and features. The
experience was developed by Beamly, Coty’s in-house MarTech agency, and
Holition, a UK-based creative technology agency specializing in emerging
technologies. The experience is available on iPhone devices running
iOS11 or higher and most modern Android smart phones.
About Coty Inc.
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 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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20180207005756/en/
Source: Coty Inc.
Coty:
Jennifer Friedman, 917-754-8399
Jennifer_Friedman@cotyinc.com
or
COVERGIRL:
Jenna
Hreshko, 212-485-6828
jhreshko@hellommc.com