Sephora's tech makeover cuts a beautiful figure despite retail crisis
Its try-more-buy-more ethos embraces selfies, smartphones, scanners and social media to get customers to spend.
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IT was hard to tell if the opening of Sephora's new store near Herald Square in New York was a red carpet affair or a girl's night out at the spa. A DJ played techno-pop while guests sipped champagne and dabbed perfume on their wrists.
One 20-year-old wrapped her hair in a paper headband while an attendant dabbed cream on her cheeks. Another stood before a screen with a front-facing camera and sampled virtual eyelashes, swiping left to explore an array of styles before committing to the real thing.
"Oh, do another!" said her friend, who was snapping photographs. "This is so much fun."
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