Coty unveils blended reality Magic Mirror
Coty has launched a new blended reality beauty Magic Mirror at the relaunched Bourjois boutique in Paris. Created in collaboration with Holition, a creative innovative studio and Perch, an in-store retail marketing platform, the mirror allows for the integration of physical products with digital content, for a first-of-a-kind augmented reality try-on experience, the New York City-based company said.
The blended reality of the Magic Mirror allows a shopper to pick up a lipstick in a color of their choice and have it instantly applied to their lips, without having to physically apply the product.
“As part of our desire to reinvent the retail experience through purposeful and personalized innovation, the Bourjois Magic Mirror represents the most extensive integration of physical products and digital content in the beauty industry,” Elodie Levy, Coty global digital innovation senior director, said. “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.”
Putting the physical product in shoppers hands increased attitudes and purchase intentions of the product, the company said. In a survey also conducted by Coty, it found that 72% of consumers favor a shopping experience that blends physical and digital elements.
The in-store connected shelf features Bourjois’ Rouge Velvet Lipstick collection, and it also allows shoppers to complete their beauty looks with onscreen eye makeup and blush, which is matched to the consumer's skin tone.
“The next generation of in-store marketing is about blending digital experiences naturally into the shopper journey,” Trevor Sumner, Perch Interactive CEO, said. “The Bourjois Magic Mirror uses computer vision to sense the most important indication of interest in physical retail — when a shopper touches a product — unlocking an experience that encourages natural pathways of discovery, education and engagement.”
The blended reality of the Magic Mirror allows a shopper to pick up a lipstick in a color of their choice and have it instantly applied to their lips, without having to physically apply the product.
“As part of our desire to reinvent the retail experience through purposeful and personalized innovation, the Bourjois Magic Mirror represents the most extensive integration of physical products and digital content in the beauty industry,” Elodie Levy, Coty global digital innovation senior director, said. “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.”
The in-store connected shelf features Bourjois’ Rouge Velvet Lipstick collection, and it also allows shoppers to complete their beauty looks with onscreen eye makeup and blush, which is matched to the consumer's skin tone.
“The next generation of in-store marketing is about blending digital experiences naturally into the shopper journey,” Trevor Sumner, Perch Interactive CEO, said. “The Bourjois Magic Mirror uses computer vision to sense the most important indication of interest in physical retail — when a shopper touches a product — unlocking an experience that encourages natural pathways of discovery, education and engagement.”