In Brief

Lynx created a pop-up store in Dublin where customers can try out different hairstyles using an augmented reality Magic Mirror

Lynx, more commonly known as Axe in the United States, created a pop-up store in Dublin called ‘Find Your Magic’ to encourage customers to try out a new style that suits them. Employees there offer customers new tools, products and tips. One of shop’s features is the Magic Mirror, an augmented reality device that uses facial recognition to picture the beholder with new hairstyles.

Participants connect to the Magic Mirror with a phone and set their preferred styles before sitting down. The device uses the preference to cycle through six different haircuts that are popular in Ireland. Employees can adjust and play around with the style to better suit the person. With Magic Mirror using facial targeting, the participant can freely move around and see how they look with the hairstyle from multiple angles.

The pop-shop closes in August. The idea was developed by advertising agency 72andSunny, and the Magic Mirror was created by London-based production company Unit9.

Magic Mirror

Lynx, more commonly known as Axe in the United States, created a pop-up store in Dublin called ‘Find Your Magic’ to encourage customers to try out a new style that suits them. Employees there offer customers new tools, products and tips. One of shop’s features is the Magic Mirror, an augmented reality device that uses facial recognition to picture the beholder with new hairstyles.

Participants connect to the Magic Mirror with a phone and set their preferred styles before sitting down. The device uses the preference to cycle through six different haircuts that are popular in Ireland. Employees can adjust and play around with the style to better suit the person. With Magic Mirror using facial targeting, the participant can freely move around and see how they look with the hairstyle from multiple angles.