Coty to launch app-free mobile-web virtual try-on tool

US-based beauty firm Coty’s brand Covergirl is set to launch a mobile-web virtual try-on tool with augmented reality (AR) features.

The tool can be accessed on web browsers on smartphones without the need to download an app.

The try-on experience features five new beauty looks from Coty’s Spring ’18 collection, including Perfectly Matte Lip, Smoky Eye, No Makeup Makeup, Doe-Eyed and Bold Brow.

Before purchasing the product, users can visit the brands’ website for an augmented reality (AR) experience, which virtually applies each beauty look onto a live video stream of the user’s face.

In addition, Covergirl’s Collective Influencer Network members @itsmyrayeraye, @mac_daddyy, @lovemelisamichelle, @tiarramonet and @xtinaland will recreate full-face AR beauty looks and tutorials on their YouTube channels to demonstrate the AR tool and provide guidance on how to achieve the look.

Coty chief digital and media officer Jason Forbes said: “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.”

Coty Covergirl senior vice-president Ukonwa Ojo said: “At Covergirl, we believe that makeup is so much more than a cosmetic, it’s a tool for self-expression.

“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.”

Developed by Coty’s in-house MarTech agency Beamly and Holition, the tool is made available on iPhone devices running iOS11 or higher and modern Android smartphones.