Douglas invests in digital with new in-store experience

Customers will be able to virtually 'try-on' products from Lancôme, IT Cosmetics, Urban Decay, YSL Beauté and Armani Beauty

German retailer Douglas has installed a new interactive mirror to its beauty stores.

The new Beauty Mirror will allow customers to virtually ‘try-on’ different make-up looks, products and shades to purchase in-store.

The pilot phase first rolled out at the retailer’s Dusseldorf store in early May.

Now, customers will be able to access the AI technology in stores across Germany, Austria, Italy, Poland and the Netherlands, and via the Douglas app.

In its preliminary phase customers will be able to access products from more than 1,000 brands including Lancôme, IT Cosmetics, Urban Decay, YSL Beauté and Armani Beauty.

This, Douglas claims, will eventually expand to more brands.

“With the new Douglas Beauty Mirror, we [are digitalising] the beauty experience for our customers and make it [an] anytime, anywhere experience,” said Douglas’ Executive VP for E-Commerce and CRM, Vanessa Stützle.

“This underscores our expertise as a premier destination for beauty in Europe and offers our customers even more individual and unique services, online and offline.”

Via the Douglass app, the Beauty Mirror customers will be able to save and share their virtual look.

Sephora also introduced an AI-powered digital mirror at its Spanish flagship earlier this year.

A step ahead of the beauty mirror, it understands the shopper’s personal attributes including gender, age, look and style to deliver personalised beauty recommendations.

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