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Innovation & new products

Coty introduces blended reality beauty Magic Mirror at Bourjois Paris Boutique

Coty unveiled a blended reality beauty Magic Mirror at its newly relaunched Bourjois boutique in Paris. The technology integrates physical products with digital content, for an augmented reality makeup try-on experience.

The Bourjois x Holition x Perch Blended Reality Magic Mirror is Live! from Holition on Vimeo.

With the blended reality Magic Mirror, when a shopper picks up a lipstick the chosen colour instantly appears on their lips. “This removes barriers of traditional virtual makeup experiences, where shoppers can only engage with products in a virtual setting. Putting the physical product in shoppers’ hands has been found to increase attitudes and purchase intentions of the product, propelling a more seamless path to purchase,” explained the cosmetics group in a release.

Furthermore, virtual product try-ons solve the issue of testers not always being available, hygiene concerns and shoppers’ lips becoming stained after only a few lipstick try-ons.

The in-store connected shelf features the Bourjois Rouge Velvet Lipstick collection, and shoppers can complete their digital looks with onscreen eye makeup and blush, which is matched to each shopper’s individual skin tone. This experience is tailored to offer both individual products and bespoke beauty combinations.

In addition to product discovery, the Magic Mirror has a selfie function which is equipped with three playful filter effects and provides all the details of the products shoppers try on. The image can be printed in-store or emailed, with links for purchase on the Bourjois e-commerce site.

The Magic Mirror was developed by Coty in collaboration with Holition, a digital innovation studio, and Perch, an in-store retail marketing platform.

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