MAC Cosmetics is targeting Gen Z consumers in Shanghai, China with the Experience Center, an interactive store that aims to bridge the gap between physical and digital with a host of interactive experiences.
According to the Estée Lauder-owned brand, the store is a result of six months of consumer behavior research into the MAC consumer, including cognitive walkthroughs, focus groups and exit interviews with customers. Results then helped shape the design and experience of the store, including all tech elements that give visitors a more personalized experience.
For example at the store’s entrance, stationary digital screens invite customers to scan their phones to check into MAC’s WeChat mini-program. The program then triggers a variety of functions during the experience, such as instant checkout and product pick up.
Meanwhile in the lipstick section, a smart mirror enables customers to virtually try on 18 different shades in under 30 seconds through augmented reality. Customers can also choose from six eye shadow palettes and customize it to their tastes through the WeChat platform, which is then 3D printed for them. Lastly, an infrared touchscreen interface can scan a shopper’s face and recommend a foundation shade.
Beauty companies are leading the conversation in creating retail concepts where tech plays a major role in allowing consumers an increasingly personalized experience. Last year, brands from Bourjois to CoverGirl unveiled concepts where the try-on experience was further enhanced by tech fixtures, while Sephora often experiments with such features in its many store concepts across the globe.
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