A better way to buy beauty @Walmart

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A better way to buy beauty @Walmart

By Mike Troy - 02/07/2018
Did someone say, "eliminate friction." Covergirl's new digital initiative with Walmart allows shoppers to get this look with a few taps on their phone.

Coty’s Covergirl brand launched a new try on experience that lets users virtually apply different looks and then hit a buy button that links to the assortment on Walmart.com. The “beauty” of the experience is that it eliminates layers of friction by allowing Covergirl customer to go from inspiration to activation with a couple clicks, no app download required.

“As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs,” said Jason Forbes, Chief Digital and Media Officer with Coty in reference to the $9 billion company’s status as the world’s third largest beauty company. “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 looks.”

The try on experience features five new Spring 2018 beauty looks shoppers can view at http://www.covergirl.com/tryit. Once on the site, shoppers enable the camera on their phone or a computer, which allows the look to be tried on virtually. Shoppers who like what they see can simply hit a “Buy Look,” button on the screen to link to the assortment on Walmart.com.

Walmart has experimented with the concept of digital try on before, but the approach was clunky and involved shoppers visiting stores to stand in front of a camera integrated into a shelf with featured products merchandised nearby. The new initiative with Coty takes the digital experience to a new, interactive, fun, mobile and shared experience level that wasn’t possible with a shelf edge approach.

“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,’” said Ukonwa Ojo, Senior Vice President of Covergirl. “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.”

To help spread the word, Covergirl is leverage the reach of social media influencers from its Covergirl Collection. Five influencers (@itsmyrayeraye, @mac_daddyy, @lovemelisamichelle, @tiarramonet and @xtinaland) will recreate one of the full-face augmented reality beauty looks in real life on their YouTube channels. Each beauty tutorial will demonstrate the new AR tool and provide details on how to get the look using the pre-selected Spring ‘18 products.

Although the program just launched, Coty has already said it plans to expand the Covergirl experience to other brands, while continuing to refine the try-on experience and features.

The program was developed by Beamly, Coty’s in-house marketing technology agency, and Holition, a UK-based creative technology agency specializing in emerging technologies.