M·A·C Cosmetics China Launches First Interactive Experience Centre in Shanghai

M·A·C Cosmetics China has entered the Chinese New Retail space with the launch of its new Experience Center integrating both online and offline brand experiences into one master customer journey. The M·A·C Cosmetics Experience Center blends product discovery, social engagement and purchase into an immersive brand universe, making it one of the most sophisticated interactive retail experiences in the cosmetics category in China.

Created by Wunderman Shanghai, the M·A·C Cosmetics Experience Center was the result of six months of research to understand GenZ makeup purchase behaviour. This was done through cognitive walkthroughs, exit interviews and customer focus groups, becoming the foundation of the store’s interactive design, touch screens and mobile interfaces creating unique engagements between digital devices and physical products.  

Upon entering the M·A·C Cosmetics Experience Center, digital totems greet customers and invite them to scan for a WeChat check-in, instantly displaying a personalised greeting. M·A·C ’s WeChat mini-program becomes the passport for the entire store experience.  

The M·A·C Cosmetics Experience Center creates customised experiences for the three hottest cosmetics product categories.

In the lipstick section, customers can try the hottest M·A·C shades via a virtual makeup mirror, enabling them to sample 18 M·A·C 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. Users simply scan the touchscreen with the M·A·C WeChat mini-program to pay and pick up their custom 3D printed eye shadow palette. The foundation section uses an infrared touch screen interface to create a perfect shade match to the customer’s complexion.

The complete experience has been socialised, integrating social reviews, trends and influencers into the retail experience at each product station. The second floor contains an open platform space for master classes and KOL events, enabling influencers to create their own events and content. 

“The M·A·C Cosmetics Experience Center has reinvented the physical retail experience, crossing the divide between the physical and virtual worlds,” said Mark Jiang, brand general manager, M·A·C Cosmetics. “Despite our strong e-commerce presence, the true M·A·C experience is founded in a traditional retail environment.” 

“We created the M·A·C Cosmetics Experience Center as a springboard for new digital experiences,” said James Bay, managing partner at Wunderman China. “This 'New Retail' experience provides us with better ways to interact with target consumers no matter where they are.”