NEW YORK, Jan 19 — Cosmetics giant Coty has joined forces with Amazon to launch a new virtual beauty experience.

Dubbed ‘Let’s Get Ready,’ the concept has been designed specifically for the Echo Show — Amazon’s first Echo device with a screen — and launched in the UK this week.

Using Amazon’s Alexa voice service, ‘Let’s Get Ready’ offers users on-demand beauty tutorials, occasion-based look planning and shopping opportunities.

The personalised beauty offering provides curated makeup looks, visual ‘how to’s’ and quick tips, as well as recommending corresponding products from Coty’s beauty portfolio, which includes brands such as Clairol, Rimmel, Max Factor, Bourjois and Sally Hansen.

The technology is capable of delivering over 2,000 unique combinations of looks for hair, eye and skin colour, as well as by event type.

It can be synced up to Facebook profiles, in order to suggest specific looks for upcoming events, and allows users to add products from each look directly to their Alexa shopping list.

"Digital innovation with a focus on voice and virtual assistants is a key part of our digital strategy as we aim to bring consumers frictionless beauty experiences,” said Jason Forbes, Coty Chief Digital and Media Officer.

"Further, this skill allows us to deliver an authentic and personalised experience for beauty enthusiasts that happens near real time, delivering customised looks in the context of a person’s lifestyle and personal attributes.” — AFP-Relaxnews