THE WHAT? Coty has announced a multi-channel agreement with beauty tech solutions provider Perfect Corp.
THE DETAILS The collaboration will see Coty ‘embed a suite of best-in-class augmented reality and artificial intelligence experiences into the digital marketing toolkits of its beauty brands.’
The technology will allow Coty to offer virtual try-ons, online skin skin diagnostics and data-driven personalization for brands, which include CoverGirl, Sally Hansen and Philosophy. It will also be used for Coty’s fragrance portfolio.
As part of the partnership Coty will introduce in-store shopping with touchless product experiences.
THE WHY? The collaboration allows Coty to expand its digital prowess in a post COVID-19 world, and help ‘advance social selling.’
Coty Chief Digital Officer Jean-Denis Mariani says, “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.
“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.”