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Cosmetics' Experience Center Blurs Physical & Digital Realms

Shopper Experience

Shopper Experience

28 February
2019

MAC Cosmetics' Experience Center Blurs Physical & Digital Realms

After six months of researching the way that Gen Z consumers in China are likely to purchase makeup, MAC Cosmetics introduced an interactive Experience Center that bridges the gap between online and offline experiences. 

(Author : Laura McQuarrie)

Upon entering the MAC store in Shanghai, China, visitors are invited to scan their phone to check into MAC’s WeChat mini-program, which offers a personalized greeting and goes on to become the touchpoint for the shopper's in-store experience. 

Consumers are able to discover dozens of makeup shades in a matter of seconds with a virtual makeup mirror and discover their exact foundation shade with an infrared touchscreen. Shoppers can also browse palettes created by influencers or generate their own 3D-printed palette—for convenience, the payment and pickup of one's customized product are coordinated through the WeChat mini-program.

Source: trendhunter.com

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