Coty (NYSE: COTY) unveiled a blended reality beauty Magic Mirror at its newly relaunched Bourjois boutique in Paris. The revolutionary technology integrates physical products with digital content, for a first-of-a-kind augmented reality (AR) makeup try-on experience.

With the blended reality Magic Mirror, when a shopper picks up a lipstick the chosen color instantly appears on their lips. This removes barriers of traditional virtual makeup experiences, where shoppers can only engage with products in a virtual setting.

Putting the physical product in shoppers’ hands has been found to increase attitudes and purchase intentions of the product, propelling a more seamless path to purchase. And, 72% of consumers surveyed said they want an in-store beauty experience to be a mixture of both physical and digital elements in order to make it feel more ‘real’ and ‘believable’.

At the same time virtual product try-on solves the issue of testers not always being available, hygiene concerns and shoppers’ lips becoming stained after only a few lipstick try-ons.

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