Coty has unveiled a ‘blended reality beauty Magic Mirror’ at its newly launched Bourjois boutique in Paris, France. The mirror was developed by Coty in collaboration with Holiton and PERCH.

The technology integrates physical products with digital content so that when, for example, a shopper selects a lipstick from the shelf, the shade will appear on their lips in the mirror. This combination of physical and virtual, known as blended reality, is proven to increase purchase intentions.

Some 72 percent of shoppers, says Coty, want their in-store beauty experiences to combine digital and physical elements, claiming that the mix makes the overall experience more ‘believable’. The technology can also remove any hygiene concerns related to product testers.

“As part of our desire to reinvent the retail experience through purposeful and personalized innovation the Bourjois Magic Mirror represents the more extensive integration of physical products and digital content in the beauty industry,” claims Elodie Levy, Coty Global Digital Innovation Senior Director. “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.”