Lauder-owned MAC Cosmetics has announced the launch of a new augmented reality try-on mirror, powered by ModiFace’s latest facial tracking and 3D video make-up rendering technology, allowing shoppers to sample a selection of shades at the click of a button.

Customers can choose from 29 custom eye looks, and the mirror has been rolled out across US stores, with plans for a global launch early next year.

“We are excited to bring Virtual MAC to our freestanding stores, first to the US, and then globally. The new ModiFace-powered mirrors provide an unprecedented level of realism and fidelity that bring to life our brand’s unique sense of colour and artistry. We believe this will be a game-changing addition to our stores,” said Tim Tareco, SVP Global Creative, Visual Merchandising and Store Design for MAC.