With brick-and-mortar activations ranging from smart mirrors to hyper-detailed sensors, these are the beauty brands driving foot traffic by reinventing customization

When it comes to beauty, products cannot be one-size-fits-all. And thanks to an increasing push for customization in skincare and cosmetic treatments, customers can now find the perfect item for their unique needs and wants. These kinds of capabilities have often been relegated to online shopping, but innovative retailers are now using next-gen technology in-store, allowing customers to find or create exactly the products they need in an enhanced brick-and-mortar experience.

Lancôme At select Lancôme makeup counters, the brand's color experts scan shoppers’ faces with a handheld device in order to determine their exact skin tone. From there, they use an in-store machine to mix a foundation that matches skin colors exactly. The custom foundation is ready in seconds, and the bottles come labeled with shopper’s unique complexion IDs for easy refills.

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