MAC installs augmented reality mirrors to boost conversions and collect data

MAC installs augmented reality mirrors to boost conversions and collect data
By Jessica Schiffer.

MAC Cosmetics is the latest beauty brand to invest in in-store technology, debuting augmented reality try-on mirrors in 20 of its doors today. The rollout, which involves two to three mirrors per location, will include each of its U.S. stores by the end of the year and expand globally in early 2018.

Working with Modiface, the beauty industry’s go-to provider for AR experiences, the mirrors — which are really freestanding iPads — utilize a combination of facial tracking and 3D video makeup rendering to allow users to simulate how full eye, lipstick and blush looks will look on their face. To ensure accuracy, the makeup selected is mapped to the face 30 times per second, which places the final look to within a fraction of a pixel for each face.

“This allows customers to explore and try on a whole range of products without the mess and the hassle,” explained Jennifer Tidy, the vice president of partnerships at Modiface, who has worked on similar in-store initiatives with companies including Sephora and Laneige. It’s also perfect for those shoppers who aren’t keen to chatter away with store associates, she said.

Read more at Glossy.

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