• by Chuck Martin , February 8, 2018

In a venture with Walmart, Coty’s Covergirl brand is introducing an augmented reality feature that allows a virtual try on directly in a browser on desktop or mobile, with no app required.

Coty is working exclusively with Walmart for consumers to purchase Covergirl products through links to the featured products at Walmart.com.

“As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs,” stated Jason Forbes, Coty’s chief digital and media officer. “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.”

The try on experience showcases five Spring 18 beauty looks and consumers can virtually apply each beauty look to tehri face using the live camera on their mobile devices or desktop computer.

Coty said it plans to expand the program to other brands in the future. The experience was developed by Coty’s in-house MarTech agency Beamly and Holition, a UK-based creative technology agency specializing in emerging technologies