American cosmetic brand CoverGirl has launched a live, web-based augmented reality experience for beauty fans.
CoverGirl brand launched first full-look live mobile experience, using augmented virtual try-on, which is directly available in browser on smartphones. User need not to have any app for this experience. This experience will allow users to virtually apply makeup using the live camera feature.
The try-on experience will be showcasing five new Spring 2018 beauty looks, which will include Perfectly Matte Lip, Smoky Eye, No Makeup Makeup, Doe-Eyed, and Bold Brow. Each look will be completed with a tutorial, which will be conducted by one of the brand’s influencers. The system will also include links that will direct users to Walmart.com, where they can buy the products involved in creating the look.
The experience was developed by Beamly, Coty’s in-house MarTech agency, and Holition, a UK-based creative technology agency specializing in emerging technologies. Coty plans to expand this experience to other brands while continuing to refine the try-on experience and feature. Leading Brands such as L’Oreal Paris, Charlotte Tilbury, Estee Lauder, Lancome, and NYX Professional Makeup have collaborated with various augmented reality and virtual reality developers in recent to offer wide range of virtual experiences or tutorials to customers.
“At CoverGirl we believe that makeup is so much more than a cosmetic, it’s a tool for self-expression,” said Ukonwa Ojo, Senior Vice President of CoverGirl, Coty. “As part of this mission, we need to show up for beauty lovers in compelling ways that resonate with how they absorb content and shop for products. This means being present when they are searching for inspiration to create whatever version of themselves they feel like being in that moment. This is why we decided to develop a tool that would allow them to try on full-face beauty looks, rather than a single product, and make these looks instantly shoppable.”