NEW YORK — Coty Inc.’s CoverGirl brand is launching what the company calls the first full-look live mobile/web try-on experience.

Using augmented reality (AR) technology, the new digital beauty tool will make virtual try-on of CoverGirl makeup available directly in browser on most smartphones without the need for an app download, according to Coty. To use the app-free tool, shoppers go to CoverGirl.com/TryIt to virtually apply different beauty looks to their face using the live camera on their mobile device or computer.

Initially, the CoverGirl virtual try-on tool will offer five beauty looks.

At launch, the CoverGirl virtual try-on tool will offer five looks from the brand’s spring 2018 collection for consumers to sample:  Perfectly Matte Lip, Smoky Eye, No Makeup Makeup, Doe-Eyed and Bold Brow looks. The experience is available on iPhone devices running iOS11 or higher and most modern Android smart phones.

Coty said it’s working exclusively with Walmart to make it easy to buy the new CoverGirl products used for each beauty look by linking directly to the featured assortment on Walmart.com.

“As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs. Virtually trying on complete trending looks, without having to download an app or go to a store, are great examples of this,” stated Jason Forbes, chief digital and media officer at Coty. “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.”

In support of the CoverGirl virtual try-on tool launch, five beauty influencers from the CoverGirl Collective — @itsmyrayeraye, @mac_daddyy, @lovemelisamichelle, @tiarramonet and @xtinaland — will recreate one of the full-face beauty looks on their YouTube channels. Each beauty tutorial will demonstrate the new tool and provide step-by-step instructions on how to get the look using the preselected CoverGirl spring 2018 products.

“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,’ ” commented Ukonwa Ojo, senior vice president of CoverGirl at Coty. “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.”

Going forward, Coty said it will refine the try-on experience and features, and the company plans to bring the augmented reality tool to some of its other brands. The experience was developed by Beamly, Coty’s in-house MarTech agency, and Holition, a United Kingdom-based creative technology agency specializing in emerging technologies.