Selfridges unveils a new way to buy makeup unveiled along with a brand new offering from the fashion brand.

To inaugurate the launch of their first ever volumising mascara, the makeup company has decided to do things a little differently – by using machines instead of people to offer up the product.

The mascara itself uses a patented technology called “Snowflakes” which consists of stacked discs designed to coat, lengthen and separate lashes in combination with their quick-drying formula. It's also available in three shades called Noir, Prune and Bleu.

The vending machines will be resident at Selfridges on Oxford Street from April 25th to May 8th. In aid of the launch, make-up experts will also be on hand to provide a complimentary eye makeover and keep some element of humanity present.

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