US-based multinational beauty company Coty has partnered with Perfect Corp to implement technology solutions for its beauty brands’ digital marketing toolkits.

As part of a multi-channel agreement, Perfect Corp will install its suite of augmented reality (AR) and artificial intelligence tools to enhance Coty’s customer experience.

Coty aims to benefit from Perfect Corp’s offerings, which include virtual try-ons, online skin diagnostics and data-driven personalisation.

The partnership is also intended to optimise Coty’s e-commerce experience and provide touchless product experiences for customers shopping in-store.

Coty chief digital officer Jean-Denis Mariani 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.

“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 personalisation and more.”

In addition to enhancing customer experiences, the partners have agreed to develop a roadmap for co-creating exclusive technologies for Coty brands.

The partnership follows the release of Coty’s ‘Digital-First Omnichannel’ strategy, which emphasises digital storytelling and discovery.

Perfect Corp also recently launched YouCam Tutorial, a digital makeup tutorial solution.

Perfect Corp founder and CEO Alice Chang said: “Perfect Corp has always been at the forefront of virtual try-on experiences, digital storytelling and AR technologies.

“Our extensive partnership with Coty helps propel some of the world’s largest brands further into the new age of social commerce and direct-to-consumer (DTC) selling with unmatched personalisation, live-streaming and leading technology-driven capabilities, which is becoming increasingly important for consumers when shopping with their favourite brands.”

In February, Coty opened a Gucci Beauty flagship store on Alibaba’s Tmall Luxury Pavilion e-commerce platform.