Macy’s is changing the way customers experience beauty in-store and online by creating a more flexible environment for product discovery, including a YouCam magic mirror that enables virtual try on.

Macy’s recently announced a slew of changes designed to generate buzz and excitement around beauty product discovery – and increase traffic in stores.

“Customers are looking for new brands, inspiration and convenience,” said Nata Dvir, General Business Manager, Macy’s Beauty. “The Macy’s beauty counter experience offers the perfect combination of knowledgeable Beauty Advisors, services – we have more than 100 complimentary services – and excitement.”

Some of that excitement includes YouCam Makeup magic mirror kiosks, which were recently introduced in 50 stores nationwide.

“Customers can snap a selfie and then virtually try on more than 250 makeup products from Macy’s Beauty department, including top brands such as Benefit, NYX, Tarte, Urban Decay and Too Faced. With the integration of new brands into the experience, customers can discover, access and try on hundreds of products in seconds with true-to-life results without the need for messy makeup trials,” she said.

The retailer has also designed a more open environment with diverse merchandising opportunities, allowing customers to discover a greater breadth of products. “This format makes comparing and discovering new products easier and allows customers to shop any way they prefer, whether they need help from a Macy’s beauty advisor, just want to browse, or prefer to test and shop on their own.”

“We are shifting our experience to be more consumer focused, including the addition of new fixtures on the floor that feature multi-branded assortments and case lines highlighting the best makeup and skin care, and even one that is curated by our local beauty advisor, so our customers can shop by brand or category.”

Additionally, Macy’s has developed a new digital training platform, Beauty Playground, enabling their beauty advisors to recommend beauty tips, share influencer insights and inform customers on the latest products. “We are providing our in-store beauty advisors with training tools across all brands, so that they can continue to deliver the best customer experience through the ability to advise across all brands and categories.”

“Our associates’ greatest asset is their knowledge about products. They have expertise on brands, but also on categories to help find the right product for each customer. We have more than 1,200 shades of foundation and having the right advisor to help get your perfect match is something we do really well.”

To accompany the product experience, the retailer also offers a wide variety of services, most of which are complimentary, including mini-facials, trend tutorials, and customized treatments from brands such as Bobbi Brown, Clarins, Dior, Clinique, Shiseido and Chanel.

Macy’s is also evolving the way that customers experience beauty on its website.

“Online we are taking an approach of more aggressively testing new brands to see what our customers react to. Customers love to discover new products online and we are building more inspirational content on our site to make it even easier for customers to find newness,” said Nata.