Coty launches augmented reality tool Magic Mirror in Paris

Global beauty company Coty has introduced new augmented reality (AR) makeup try-on experience Magic Mirror at its Bourjois boutique in Paris, France.

Coty has partnered with Holition and Perch Interactive to develop the new service, which integrates Perch’s technology with AR software development kit (SDK) Face by Holition.

Coty global digital innovation senior director Elodie Levy said: “As part of our desire to reinvent the retail experience through purposeful and personalised innovation, the Bourjois Magic Mirror represents the most extensive integration of physical products and digital content in the beauty industry.

“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.”

Using the technology, users can choose a lipstick colour to try on and the mirror will display it on their digital reflection.

The mirror also features the Bourjois Rouge Velvet Lipstick collection, which includes lipstick, eye makeup and blush in the mirror.

In addition, Magic Mirror is equipped with a selfie function with three filter effects. Using this feature, users can print their image in-store or have it emailed to them for purchase later on the Bourjois e-commerce site.

Holition CEO Jonathan Chippindale said: “Approaching this collaboration research first, design second and technology third, we’ve partnered with Coty to create the next generation of the Magic Mirror, blending consumer insight and strategic UX to facilitate a bespoke, personalised experience.”