Coty, Inc. expands digital marketing toolkits with Perfect Corp partnership

The technology solutions will provide virtual try-ons, online skin diagnostics, and data-driven personalization for brands including CoverGirl, Sally Hansen and philosophy, among others, as well as for Coty’s broad fragrance portfolio.

In addition to enhancing e-Commerce experiences, the partnership promises to enrich in-store shopping with touchless product experiences at a time when hygiene and safety are dominating retailer operations and consumer mindsets.

The partnership comes on the heels of other recent investments in e-Commerce and direct to consumer selling initiatives and follows Coty’s “Digital-First Omnichannel” strategy that focuses on digital storytelling and discovery.

The pandemic has created more demand for online makeup try-on

The COVID-19 pandemic significantly impacted the color cosmetics category, partly because lockdowns shuttered many brick-and-mortar retail stores, meaning consumers were unable to try-on and experiment with products in stores.

But advances in makeup try-on technology such as the one offered by Perfect Corp helped to offer solutions, allowing consumers to try-on products, switching between a wide range of different colors, textures and combinations in a matter of seconds.

“A new dimension”

Commenting on the partnership, Jean-Denis Mariani, Coty Chief Digital Officer, said: “This partnership adds a new dimension to Coty’s digital journey, incorporating some of the best augmented and virtual reality technologies that will help the full portfolio of our brands unlock the best digital user experience and, as a result, help advance social selling

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