Coty, CoverGirl unveil AR experience
Coty and CoverGirl are teaming up to launch a full look live mobile-web try-on experience for beauty enthusiasts. The companies have created a virtual try-on that is available directly on most smartphone’s browsers, meaning no app downloaded is needed.
The experience will showcase five new Spring ’18 beauty looks from CoverGirl. Users are able to virtually apply each beauty look to their face by using the camera on their mobile device or desktop computer, which allows consumers to try before they buy. The New York City-based company also is working exclusively with Walmart for an easy and convenient way to purchase the new CoverGirl products used within each look, by linking directly to the featured assortment on the retailer’s website.
“As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs. 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 Walmart on this initiative, giving online shoppers a specific and seamless path to purchase their favorite CoverGirl beauty looks,” Jason Forbes, chief digital and media officer at Coty said.
The experience’s launch will feature five key trends from CoverGirl’s Spring ’18 collection the Perfectly Matte Lip, Smokey Eye, No Makeup Makeup, Doe-Eyed and Bold Brow looks. Five influencers from the beauty brand’s collective including @itsmyrayeraye, @mac_daddyy, @lovemelisamichelle, @tiarramonet and @xtinaland, will recreate one of the full-face AR beauty looks in real life on their YouTube channels. Each beauty tutorial will demonstrate the new AR tool and provide a step-by-step on how to get the look using the pre-selected products.
“At CoverGirl we believe that makeup is so much more than a cosmetic — it’s a tool for self-expression. That’s the inspiration for our new brand purpose and campaign, ‘I am what I make up.’ 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,” Ukonwa Ojo, senior vice president of CoverGirl at Coty, said.
The experience is available on iPhone devices running iOS11 or higher and most modern Android smartphones and was developed by Beamly, Coty’s in-house MarTech agency, and Holition, a UK-based creative technology agency specializing in emerging technologies. Coty also announced plans to expand the augmented reality experience to other brands it houses.
As a first time shop kicker, I stumbled upon these make up and marketing articles and those are my two favorite things. So I commented earlier like 10 min ago that I would use Loreal photo ready or elf for facial cosmetics.. But I can say that now I'm more aware of CG its peeked my interest and I'm excited about this new digital launch. Way ahead of the game on that one without an app and try on make up on my own face on the computer or phone or tablet; thats a trendsetter I can tell you that if this launches it will most definitely take the market a storm. Most of those makeup apps are scrappy and halfway work. If CG and city nail this digitally with their application and launches I will already start spreading the word its exciting and fun while being useful. So for example no more buying wrong shades of base. Super excited that covergirl is camping their game up and as long as the quality holds you have a new consumer in me already.
Waterpik aims to whiten teeth, intros new flosser
Waterpik is expanding its portfolio of products by announcing the addition of the new Whitening Water Flosser, which delivers precision whitening while water flossing.
The Fort Collins, Colo,-based company’s new launch mixes a gentle whitening agent with water to remove stubborn stains between the teeth and in hard-to-reach places. To achieve the process, users must insert a whitening tablet into the special Water Flosser handle, aim the pressurized water flow at the teeth and then water floss as normal.
Waterpik’s new launch contains features such as a patented whitening infuser, 10 pressure settings, 90 seconds of water capacity, a removable and dishwasher safe reservoir, in-handle water flow control, and a swivel-handle hose for improved access in hard to reach teeth surfaces.
The product removes up to 99.99% of all plaque from treated areas, improves gum health, helps prevent future tooth decay, is safe for teeth and gums and has been accepted by the American Dental Association, the company said.
The Waterpik Whitening Flosser is available for purchase online and in mass-market retailers for the suggested retail prices of $79.99 to $99.99 and comes with a three- year warranty. Users also may download the Waterpik 14 Day Challenge app, which will be available in March to receive information on how to create healthy teeth cleaning habits.
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Ouai revamps hair, unveils new launch
Ouai, the line created by Jen Atkin, hairstylist to celebrities such as Kim Kardashian-West, Katy Perry, Jessica Alba and Jennifer Lopez among others has added a new product to its portfolio. The hair care brand announced that it has updated its Smooth Spray with a new name and formulation. The multi-tasking, leave-in hair mist, with thermal protection, is now known as the Leave In Conditioner.
Ouai’s latest launch conditions, detangles and leaves hair smooth, shiny and manageable while taming flyaways and nourishing tresses dry ends. The Leave In Conditioner is formulated with:
- An amino acid blend to strengthen and fortify hair structure.
- Tamarind Seed Extract which is the natural equivalent to Hyaluronic Acid and promotes hydration while supplying a moisture barrier for hair.
- Panthenol and Vitamin E which hydrate, condition and protect tresses against future breakage.
- Hydrolyzed Proteins that protect against damage heat styling may cause.
Ouai’s Leave In Conditioner contains notes of bergamot, Italian lemon, Rose De Mai, magnolia, lily, blackberry, violet, cedar-wood, amber, patchouli, sandalwood, and white musk. This latest launch can be purchased on Ouai’s website and at Sephora for the suggested retail price of $26 for a 4.7 fl-oz. bottle.
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