Coty to enrich beauty shopping with enhanced AI and AR capabilities

Coty is arming its suite of best-selling beauty brands with cutting-edge augmented reality (AR) and artificial intelligence (AI) capabilities as it seeks to enhance customer experiences, both online and in-store.

A new partnership with beauty tech solutions provider Perfect Corp will see “best-in-class” AI and AI experiences (including virtual try-ons, online skin diagnostics, and data-driven personalisation) embedded into the digital marketing toolkits of Coty’s key beauty brands, including CoverGirl, Sally Hansen and philosophy, among others.

The technology will also be introduced into Coty’s broad fragrance portfolio.

 In addition to enhancing the e-commerce experience, the partnership also promised to “enrich in-store shopping with touchless product experiences at a time when hygiene and safety are dominating retailer operations and consumer mindsets,” Coty said.

  "This partnership adds a new dimension to Coty’s digital journey, incorporating some of the best augmented and virtual reality technologies that will help the full portfolio of our brands unlock the best digital user experience and, as a result, help advance social selling,” Coty Chief Digital Officer Jean-Denis Mariani said.

 "It is key for us as a leader in beauty to select the right technology partners that will help our consumers discover, try and shop for our brands, online and offline, in the most personalized and easiest ways possible.

 “Imagine opening a livestreaming session with your favorite makeup brand, and during it discovering a new lipstick through your preferred influencer, trying the product on virtually from your sofa, and seamlessly going to check out – all without ever clicking out of the livestream.

“This is what we are working on, Coty and Perfect Corp. We will introduce exciting first-to-market innovations and advanced brand tools across all channels, seamlessly integrating augmented reality, virtual try-on, social selling, data-driven personalisation, and more.”

 The announcement follows Coty’s “Digital-First Omnichannel” strategy that focuses on digital storytelling and discovery.

 Also included in the long-term agreement between Coty and Perfect Corp. is a development roadmap for co-creation of exclusive technologies for Coty brands.