To promote the launch of its new lipstick — a buttery matte formula called Spike Valentino — Valentino Beauty opened a pop-up in New York’s Flatiron Plaza this October. Like many such previous branded experiences, the activation offered sweet treats (donuts) and product samples, in the hope that they would translate to sales at the nearby Sephora store. It also found a way to bring the metaverse into the real world: visitors could stand in front of a mirror to digitally try on the lipstick, then take home a printed image of their look.

It brought in about 1,500 people over a two-day period, says Dmytro Kornilov, co-founder and CEO of Ffface.me, which provided the smart mirror tech. It also led to an increase in sales of the product, he adds. (Valentino Beauty declined to share specific sales figures.)

This joins a spate of new fashion and beauty experiences that lean on immersive technologies to blend the physical and the digital, offering a shared experience in the physical world that doesn’t rely on individual, at-home devices or familiarity with new technologies. It’s still metaverse tech, but it’s a new, post-pandemic slant that prioritises in-person interaction. This offers a way for brands to take advantage of emerging technologies, such as virtual and augmented reality and immersive digital experiences, without as much of the pushback risk that often accompanies totally virtual projects.