MAC Cosmetics' Experience Center Blurs Physical & Digital Realms
Laura McQuarrie — February 27, 2019 — Business
References: maccosmetics.cn & jingdaily
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.
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.
Trend Themes
1. Blurring Online and Offline Experiences - The MAC Cosmetics’ Experience Center demonstrates the trend of blurring the boundaries between online and offline experiences, providing an opportunity for other brands to enhance customer engagement through seamless integration.
2. Virtual Makeup Try-on - The use of a virtual makeup mirror at the MAC store highlights the trend of virtual try-on experiences, presenting an opportunity for cosmetics brands to offer personalized and contactless makeup trials.
3. Influencer-created Palettes - MAC's inclusion of palettes created by influencers points to the trend of leveraging influencer partnerships to drive product discovery and appeal to Gen Z consumers, offering an opening for cosmetics brands to collaborate with influencers.
Industry Implications
1. Cosmetics - The MAC Cosmetics Experience Center showcases the potential for disruptive innovation within the cosmetics industry by combining technology and personalization to enhance the shopping experience.
2. Retail - The integration of the WeChat mini-program and the in-store experience at MAC's Shanghai store demonstrates how seamless integration of digital and physical channels has the potential to revolutionize the retail industry.
3. Technology - The incorporation of virtual makeup mirrors and 3D-printed palettes in the MAC Experience Center highlights the disruptive innovation opportunities at the intersection of technology and cosmetics, presenting exciting possibilities for the technology industry.
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