Coty Inc.
Makeup discovery
powered by AI
Makeup with a
Virtual Beauty Expert
An AI-powered virtual try-on experience helping Max Factor customers discover and buy the right makeup products.
The Problem
Beauty decisions are personal.
Beauty decisions are personal.
Online shopping is not.
Buying makeup online meant guessing. Customers couldn't try on shades, get expert advice, or trust that a foundation would match. Conversion rates lagged far behind in-store.
Approach
AI-powered personalisation
AI-powered personalisation
at every touchpoint
Used facial recognition and machine learning to map skin tone, then recommend products with high confidence. Designed the virtual try-on flow to feel delightful — not clinical.
Design
A consultation experience
A consultation experience
inside a product page
Built an end-to-end discovery flow: shade matching, try-on, personalised recommendation, and direct add-to-cart. Validated across 4 user testing rounds before launch.
↑34%
Conversion rate vs standard PDP
+2.1×
Average order value
4
Brands launched across Coty