Coty unveiled a blended reality experience in its recently redone Bourjois boutique in Paris where customers can physically hold product samples and virtually test them without hygienic concerns using augmented reality.
The magic mirror is activated when a customer picks up a physical product, such as a lipstick, blush or eye makeup, and the color is applied digitally to the image of her reflection. Benefits include solving the issue of availability of a tester product, eliminating concerns of hygiene when trying on makeup testers, and also making it easier to try on multiple shades without having the customer's skin or lips become stained from repeatedly applying numerous pigments.
According to a release from the brand, Coty created the magic mirror in response to consumer data revealing that 72% of customers preferred "an in-store beauty experience to be a mixture of both physical and digital elements in order to make it feel more 'real' and 'believable'."
Further explaining the choice to mix augmented reality and physical products in the experience, Elodie Levy, Coty global digital innovation senior director, said in an official statement, “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."
Coty partnered with UX retail design studio Holition and in-store retail marketing platform Perch to create the magic mirror.
Trevor Sumner, Perch Interactive CEO, stated that Coty's 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.”
Holition's CEO Jonathan Chippindale called the magic mirror the next generation of technology creating a bespoke and personalized experience.
Other retailers who have previously experimented with earlier generations of magic mirrors include Nike, tech-friendly label Rebecca Minkoff, and Bloomingdale's. Perch's retail clients using AR tech in store include Kate Spade, Neiman Marcus and Sephora.
As of now, Coty's Bourjois Magic Mirror is only available at the Bourjois boutique in Paris.
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