E-commerce platform Alibaba is providing an unlikely venue for consumers to shop for brands — the bathroom. In February, the company unveiled what it is calling the first-ever “Smart Ladies Room” at the West Lake Intime Shopping Mall in Hangzhou City, China. The project is an extension of its New Retail concept and was developed through a partnership between Alibaba’s e-commerce platform, Tmall, and its mall operator, Intime.

Inside the mall’s restroom, consumers have the opportunity to interact with a “magic mirror,” an augmented-reality-powered digital screen that lets shoppers virtually try on color cosmetics. After testing the products, they can then purchase their favorites from a vending machine, which offers beauty and feminine hygiene products from nearly 10 brands, including Shu Uemera, Lancôme, Elizabeth Arden and Benefit. All products can be purchased through the Alipay mobile wallet.

The company plans to roll-out more enhanced restrooms with a focus on tourism sites, shopping malls and hotels.

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The Connected Consumer is a feature series focusing on digital as it touches the beauty consumer. On November 14, CEW will host its second annual The Connected Consumer Conference, presenting speakers from the most relevant brands, retailers and forecasting agencies discussing the latest trends in digital and social media.