Coty has announced that its CoverGirl brand has launched the first full-look, live, mobile-web, try-on experience.

The app-free technology makes the virtual try-on facility available directly in browser on most smartphones. Consumers will be able to trial five new Spring 2018 looks and Coty has teamed up with Wal-Mart to allow users to shop the look.

“As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs,” said Jason Forbes, Chief Digital and Media Officer, Coty. “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 Wal-Mart on this initiative, giving online shoppers a specific and seamless path to purchase their favorite CoverGirl beauty looks.”

The experience was developed by Coty’s in-house MarTech agency Beamly and UK agency Holiton. Coty has plans to roll out the facility to other brands in its portfolio.