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Brief Published: 20 Jan 2017

Magic Mirror Shoppable Beauty Tutorials

Memomi Mirror at Neiman Marcus

US department store Neiman Marcus has installed interactive mirrors in 21 of its US outlets – enabling consumers to record personalised beauty tutorials in-store, and replay and shop directly from them later.

The concept responds to statistics revealing 25% of US consumers are interested in interactive/digital in-store experiences such as virtual mirrors, VR headsets and interactive displays (Mintel, 2016).

Created by US technologists Memomi (see Neiman Marcus' Interactive Fixtures and Smart Stores: Connected Flagships), the 22" 'Memomi Makeover' mirrors are being deployed at counters of Neiman Marcus' own beauty brand, Le Métier de Beauté. Nine other beauty brands will join by the end of January 2017.

The mirrors film staff applying the cosmetics, subsequently sending consumers high quality, voice-note-embedded video footage – a series of shortened clips showing each step – via email or text message. The make-up artists can even mark on the mirror the products that were tried, bought and preferred post-session; consumers simply click on the links attached to the video to make a purchase.

The mirrors also simulate different lighting (night, sunlight or office), letting consumers view different scenarios side by side – especially useful for obtaining more realistic data on desire and purchase intention.

The brand is already planning to create a 'feedback loop' in future iterations, allowing consumers to communicate with make-up artists via the feature after they've left the store.

For more on beauty tech, see YSL Google Glass Tutorials, Beauty Flagships, Future Beauty: Connected Cosmetics and HiMirror: Intuitive Beauty Tech. See also Contextual Commerce.