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10/04/2021

Coty Expands Global Beauty Tech Offerings with Latest Omnichannel Partnership

Alarice Rajagopal
Senior Editor
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Coty, Inc. announces plans to expand its beauty tech offerings through its recently announced multi-channel partnership with Perfect Corp. Perfect Corp. will embed a suite of augmented reality and artificial intelligence experiences into the digital marketing toolkits of the No. 71 consumer goods company’s beauty brands.

The technology solutions are expected to 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 intends to upgrade in-store shopping with touchless product experiences at a time when hygiene and safety are dominating retailer operations and consumer mindsets.

"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,” says Coty Chief Digital Officer Jean-Denis Mariani.

[See also: Sales & Marketing Report 2021]

Mariani continues, "It is key for us as a leader in beauty to select the right technology partners that will help our consumers discover, try and shop for our brands, online and offline, in the most personalized and easiest ways possible. Imagine opening a livestreaming session with your favorite makeup brand, and during it discovering a new lipstick through your preferred influencer, trying the product on virtually from your sofa, and seamlessly going to check out – all without ever clicking out of the livestream. This is what we are working on, Coty and Perfect Corp. We will introduce exciting first-to-market innovations and advanced brand tools across all channels, seamlessly integrating augmented reality, virtual try-on, social selling, data-driven personalization, and more.”

Perfect Corp. founder and CEO Alice Chang notes that the partnership with Coty will help propel some of its brands further into the new age of social commerce and DTC selling with personalization, live-stream and technology-driven capabilities.

This announcement also follows Coty’s “Digital-First Omnichannel” strategy that focuses on digital storytelling and discovery.

Also included in the long-term agreement between Coty and Perfect Corp. is a development roadmap for co-creation of exclusive technologies for Coty brands.

The partnership comes on the heels of other recent investments in e-commerce and direct to consumer selling initiatives and is Coty’s first omnichannel digital solution that will be scaled companywide.