Neiman Marcus Introduces Memory Mirrors At Cosmetics Counters
By Christine Kern, contributing writer
Retailer introduced smart mirrors in dressing rooms last year, now expanding them to cosmetics.
Neiman Marcus is hoping that new technology will help boost sales by expanding the use of smart mirrors from dressing rooms to cosmetics counters.
The luxury department store unveiled the smart mirrors from MemoMi Labs in 2015, helping customers try on clothing virtually, integrating with the existing retail space, as Innovative Retail Technologies reported. It also debuts the interactive technology for sunglass shopping earlier this fall, partnering with MemoMi and eyewear distributor Luxottica Wholesale to allow customers to use the Sunglass Memory Mirror smart technology to try on, compare, and better engage with the line of sunglasses.
“At Neiman Marcus, we strive to enhance our customer experience,” explained Scott Emmons, Head of Neiman Marcus Innovation Lab. “The Sunglass Memory Mirror adds the wit and whimsy back to eyewear shopping. The ability to see how a frame looks from every angle and instantly share it with one’s social network reiterates Neiman Marcus’ objective to continually surprise and delight.”
Now, that wit and whimsy can be extended to cosmetics make-overs as well. The retailer has added Memory Makeover smart mirrors from MemoMi at Le Métier de Beauté Neiman Marcus counters at 21 locations that provide at-your-fingertips instruction and education for cosmetics to customers.
“The Memory Makeover is the first product that will create a personalized, step-by-step tutorial of a makeup application,” explained Neiman Marcus vice president, divisional merchandise manager for beauty Kelly St. John. “This new tool is an asset for all of us that want to recreate a look from the makeup artist, whether it is referencing how the product was applied or which specific products he or she used.”
The new Memory Makeover mirrors provide videos of makeup application received in stores presented in step by step directions for face, eyes, cheeks and lips, all guided by the makeup artist’s voice. Salvador Nissi Vilcovsky, founder and CEO of MemoMi, said “The Holy Grail is to combine in store with out of store and, with Le Métier, we are able to do that. [The customer[ can get everything you tried by clicking on product links [that arrive with the videos.]”
“We are a results-driven brand. Some of our products tend to be more complicated than your average product, and this is an opportunity for her to continue her education,” stated Richard Blanch, founder and CEO of Le Métier de Beauté, elaborating, “We are looking to create a feedback loop. As you continue your ongoing education and storing the things you like and don’t like, we want to offer you the ability to have a continuous dialog with our artists and our staff to help answer your questions and perhaps challenge yourself to try new looks.”
“The mirror is the first step. We are getting customers comfortable with the technology in the store and seeing the value proposition,” Blanch said. “As great as YouTube is, it is still one-dimensional. You are watching a video, pausing it and trying to figure things out. The great advantage of this is the interactivity.”