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Gen Z Cosmetic Shops

MAC Cosmetics' Experience Center Blurs Physical & Digital Realms

— February 27, 2019 — Business
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. 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.
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