Coty Launches First App Free Augmented Reality Experience Featuring Full Looks from COVERGIRL's Spring '18
Collection
Works Exclusively with Walmart to Make it Easy and Convenient to Purchase COVERGIRL Looks on
Walmart.com
Coty (NYSE: COTY) announced that its COVERGIRL brand is launching the first full look live mobile-web try on experience, making
virtual try on available directly in browser on most modern smartphones without the need for an app download. The try on experience
will showcase five new Spring ‘18 beauty looks. COVERGIRL shoppers can visit http://www.covergirl.com/tryit to virtually apply each beauty look to their face using the live camera on their
mobile device or desktop computer, enabling a fun, new way to try before they buy. Coty is working exclusively with Walmart to make
it easy and convenient to purchase the new COVERGIRL products used to achieve each beauty look by linking directly to the featured
assortment on Walmart.com.
Jason Forbes, Chief Digital and Media Officer, Coty, 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. 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.”
Ukonwa Ojo, Senior Vice President of COVERGIRL, Coty, said, “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.”
At launch, there will be five key trends from COVERGIRL’s Spring ’18 collection available to try: Perfectly Matte Lip, Smoky
Eye, No Makeup Makeup, Doe-Eyed and Bold Brow looks. Five influencers from the COVERGIRL 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 Spring ‘18 products.
In the future, Coty plans to expand this experience to other brands, while continuing to refine the try-on experience and
features. The experience was developed by Beamly, Coty’s in-house MarTech agency, and Holition, a UK-based creative technology
agency specializing in emerging technologies. The experience is available on iPhone devices running iOS11 or higher and most modern
Android smart phones.
About Coty Inc.
Coty is one of the world’s largest beauty companies with approximately $9 billion in pro forma revenue, an iconic portfolio of
brands and a purpose to celebrate and liberate the diversity of consumers’ beauty. We believe the beauty of humanity lies in the
individuality of its people; beauty is at its best when authentic; and beauty should make you feel happy, never sad. As the global
leader in fragrance, a strong number two in professional salon hair color & styling, and number three in color cosmetics, Coty
operates three divisions: Consumer Beauty, which is focused on mass color cosmetics, mass retail hair coloring and styling
products, body care and mass fragrances with brands such as COVERGIRL, Max Factor and Rimmel; Luxury, which is focused on prestige
fragrances and skincare with brands such as Calvin Klein, Marc Jacobs, Hugo Boss, Gucci and philosophy; and Professional Beauty,
which is focused on servicing salon owners and professionals in both hair and nail, with brands such as Wella Professionals,
Sebastian Professional, OPI and ghd. Coty has over 20,000 colleagues globally and its products are sold in over 150 countries. Coty
and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment.
For additional information about Coty Inc., please visit www.coty.com.
Coty:
Jennifer Friedman, 917-754-8399
Jennifer_Friedman@cotyinc.com
or
COVERGIRL:
Jenna Hreshko, 212-485-6828
jhreshko@hellommc.com
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