Italian fashion house Armani, in partnership with L’Oreal, has launched a WeChat AR mini program, which facilitates an anytime virtual makeup try and buy experience. With shoppers continually searching for omnichannel retail options, AR can streamline and invigorate e-commerce.

Informed by research into Gen Z's shopping preferences, MAC Cosmetics has opened a 'new retail' concept store in Shanghai. As bricks-and-mortar brands find a place among e-tail, people have come to expect the convenience and personalisation that phygital spaces can offer.

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

Imagine a future where adverts are created just for you or you can buy products with a simple nod of your head. In China, that future is near as AI and facial recognition software shake up shopping nationwide. How are companies utilising this tech and how are consumers embracing it?