MAC targets Gen Z consumer with new Shanghai-based experience centre

MAC targets Gen Z consumer with new Shanghai-based experience centre

MAC has opened a new ‘phygital’ Experience Centre in Shanghai, China, that merges both offline and online, in a bid to target Gen Z consumers.

The Estée Lauder-owned brand has developed the centre in order to merge both digital and in-store retail with a technology-based shopping outlet. Having undertaken six months’ worth of research to inform the creation of the store, it is said to offer a personalised experience.

These elements include digital screens that allow buyers to swipe their phones and log into WeChat, infrared touchscreens that scan faces to select the right foundation, and smart mirrors in the lipstick section that allows consumers to virtually try on 18 different shades.

Leave a reply

Your email address will not be published. Required fields are marked *

TOP 50 BRANDS