Touch of tech in makeup artistry

Hey there, time traveller!
This article was published 01/06/2024 (486 days ago), so information in it may no longer be current.

With the snip of red ribbon and an opening day cheer, staff entered CF Polo Park’s newest shop, filled with lipstick, mascara — and augmented reality.

“(It’s) a cool little interactive moment,” commented Amanda Rankin, glancing at an iPad beside a mirror.

Customers had yet to filter into MAC Cosmetics’ newest location. When they did, and once the shop’s iPad technology was operational, they’d be able to apply MAC makeup without physically trying it on.

Simply looking into an iPad and choosing products — from 280 lip shades, 100 eye shadows, and so on — would give a quick makeup application example, Winnipeg store staff explained.

IPads were coupled with mirrors on desks. Augmented reality will not phase out makeup artists, underscored Rankin, MAC Cosmetics field sales executive for Manitoba and western Ontario.

Rather, it’s a tool, she described — something to add during a session with an artist. Customers may decline trying a makeup look physically, opting for a quick virtual display.

“Truthfully, most customers want our artists’ opinions, but it’s a great way to play,” Rankin said.

MAC staff in CF Polo Park will be the first in Canada to “play” with the augmented reality set-ups.

Friday was both the official launch of MAC Cosmetics’ stand-alone store in the shopping mall and the chain company’s Canadian launch of the tech-laden retail concept.

“Winnipeg is a great market,” Rankin enthused. “It was just a glaring opportunity.”

MAC Cosmetics moved its six staff from St. Vital Centre to the new digs. The crew books the second-most appointments for makeup applications across MAC Cosmetics’ Canadian stores, the company said (behind only its Eaton Centre site in Toronto).

The corporation relocated its Winnipeg shop because there’s more foot traffic in CF Polo Park, executives noted.

“They’re super-talented artists,” Rankin said of the former team. “They just needed a new, beautiful space.”

And it makes sense for the new space to incorporate the latest retail concept, offered Paola Vorlander, MAC Cosmetics Canada brand manager.

“Today’s consumers are so digital savvy,” she remarked. “We really want to follow consumers … and stay ahead of the game.”

She, like Rankin, stressed technology won’t replace makeup artists but there’s a need to “embrace it” as a tool.

“We’re adapting as fast as we can, but I’m sure one year from today … it’s already going to be very much different,” Vorlander stated.

Along with in-store augmented reality use, MAC Cosmetics staff have been using artificial intelligence, like “AI desktop” Omnitool, internally, Vorlander said.

The makeup industry seems to be “just getting started” when it comes to artificial intelligence use, she added.

It’s been picking up steam. In 2018, L’Oréal acquired ModiFace, a company focused on virtual try-ons using augmented reality and artificial intelligence. The service is now on Amazon.

MAC Cosmetics piloted its own augmented reality device at its Shanghai MAC Experience Centre in 2019.

The idea entered its New York Queens Centre location in 2020. By April 2023, at least 64 MAC locations touted the retail concept.

Winnipeg is the first of a number of Canadian shops slated to receive the virtual try-on assistant. Globally, MAC Cosmetics aims to have the concept in at least 90 stores by the end of the year.

Using augmented reality is a hesitation point for some shoppers.

“I would rather just talk to the person,” Tatianna Connor said in CF Polo Park.

She has an app to virtually try on glasses. Even then, she feels uncomfortable sometimes, Connor relayed. Her sister, Khalia, worried about accuracy while using such programs.

Still, augmented reality is integrating into shopping, manufacturing, education and architecture, among other sectors.

The MAC Cosmetics team will continue teaching lessons, applying makeup to customers for special occasions and assisting walk-ins, noted Cynthia Badru, CF Polo Park store manager.

“They love to do makeup,” she said while crediting the team’s performance.

The MAC Cosmetics counter in CF Polo Park’s Hudson’s Bay store will remain open. The brand is part of the Estée Lauder Companies.

gabrielle.piche@winnipegfreepress.ca