MAC Cosmetics China has entered the 'new retail' space with the launch of its experience centre integrating both online and offline brand experiences.
The centre blends product discovery, social engagement and purchase into an immersive journey, making it one of the more sophisticated interactive retail experiences in the cosmetics category in China.
Created by Wunderman Shanghai and led by managing partner James Bay, the centre was the result of six months of research to understand GenZ's makeup purchase behaviour. This was done through cognitive walkthroughs, exit interviews and focus groups.
Upon entering, digital totems greet customers and invite them to scan for a WeChat check-in, instantly displaying a personalised greeting. MAC’s WeChat mini-program then becomes the touchpoint for the entire store experience.
In the lipstick section, a virtual makeup mirror enables customers to sample 18 MAC lipstick colours in 30 seconds.
In the eye shadow section, customers can choose from six influencer-created palettes and then tailor them to their own tastes, through the brand's WeChat mini-program, which also handles payment and pickup of their custom 3D-printed palettes.
The foundation section uses an infrared touchscreen to match shades with the customer’s complexion.
Also, the 2nd floor of the centre contains an open space for master classes and KOL events.
According to Mark Jiang, brand general manager, of MAC Cosmetics, the "true M·A·C experience is founded in a traditional retail environment”, despite the brand's strong e-commerce presence.