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MAC just became the first U.S. Beauty brand to launch Postmates Same-Day Delivery Service online. Shoppers on the brand's site will have the option of paying $8 for two-hour delivery of their. Sep 19, 2020 Get the Finder app. Always ahead of the competition, MAC Cosmetics has just revealed a glimpse at its brand new holiday range, which is rumoured to be launching sometime in October.
Another case of COVID-19 has been confirmed at Yorkdale Mall, this time in someone who works for the iconic Canadian makeup brand MAC.
Yorkdale management broke the news to shopping centre tenants on Monday, writing in a notice that 'an employee at MAC Cosmetics has tested positive for COVID-19 and is currently seeking medical care and self-isolating.'
The employee was last at Yorkdale Shopping Centre on September 14, according to management, and the MAC store was closed on Monday for cleaning.
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'We continue to follow direction from local health authorities — the building remains open,' says Yorkdale, which has now seen infections confirmed among at least three mall employees: One at the JOEY restaurant, one at MAC, and one (or more) at Foot Locker.
Yorkdale says it took immediate action to mitigate any potential spread of the virus related to this latest case by disinfecting all areas the MAC employee is thought to have visited, including common areas and customer touch points.
All other staffers at the popular cosmetics store in Yorkdale have been asked to get tested for COVID-19, and must confirm a negative test result before returning to work.
anyone who has visited MAC at Yorkdale in the last 2 weeks, I urge you to self monitor for COVID or get tested ?
— jenn (@_jennifart) September 21, 2020
For those familiar with stores like MAC, where product sampling is widely available and makeup artists regularly apply cosmetics to shoppers, the idea of an employee testing positive for the coronavirus is disturbing.
Fortunately, MAC has been taking precautions to prevent the spread of COVID since reopening under Stage 2, just like most other retailers.
In-store makeup applications are currently suspended, according to the Toronto-born, internationally-renowned company. Instead, customers can use an AR-enabled 'virtual try-on' tool.
'Self-sampling' is also off limits within stores and social distancing protocols are in place.
Given the way case numbers have been rising in Ontario over the past week, however, it may not even matter soon: The provincial government is set to announce a new plan today for dealing with a second wave of COVID-19 amid flu season.
Some restrictions lifted under Stage 3 of the province's reopening plan have already been put back into place on account of the recent resurgence: Gathering limits are now once again capped at 10 people indoors and 25 outdoors for all non-business environments.
After three years of testing augmented reality in a selection of its 4,500 stores, MAC Cosmetics is going all-in on an AR try-on tool for its e-commerce site.
Beyond its large fleet of stores, MAC sells through department stores like Macy’s and Saks Fifth Avenue. MAC has been working with YouCam to roll out AR smart mirrors in its stores since the end of 2017, and only 2.6% of stores are currently equipped. It introduced an AR try-on tool through a dedicated website tab in August 2019, also with YouCam, but since March has been rolling out the tool to country-specific sites for the U.K., Brazil, UAE, Saudi Arabia, France, Mexico, Australia, Germany and Italy. The tool is available for lip and eye products, and the company is expanding the feature to its foundation at an undetermined time.
MAC’s AR try-on tool comes at a time when shopping habits and the retail environment continues to change post-coronavirus shutdowns. The company is hoping its AR-play will be used as an omnichannel tool moving forward.
“Although Covid-19 has significantly impacted the beauty industry, makeup continues to play an important role in many people’s lives as part of their desire to look and feel their best,” said Ukonwa Ojo, MAC Cosmetics global CMO and svp. “However, it’s the digital-first brands that are best positioned to win in this new environment, which requires us to find new ways to virtually connect with consumers while they are socially distancing at home.”
According to a 2017 report from Spot Studio, online shopping conversion rates hover between 2% and 4%, compared to physical retail at 20% and 40%. Linda Smith, founder and CEO of FaceCake Marketing Technologies, a company that creates AR online and in-store experiences for brands like Nars and Physicians Formula, said that heritage clients of FaceCake on average experience a 350% to 400% increase in monthly conversion and online basket size when adding an AR tool, while indie brands can experience a more than 400% boost in conversion but only a 50% increase in basket size, likely because they are less well-known. AR also helps reduce returns by a percentage that mirrors increases in conversion.
Ojo declined to state what percentage of MAC sales were from e-commerce, but said the brand experienced a “strong surge” in its global online business over the last fiscal quarter and is seeing a recovery in China. MAC was highlighted in Estée Lauder Companies’ third-quarter earnings call on May 1 for the successful digital launch of its Selena collection, which sold out in two days and was the brand’s biggest collection to-date in terms of sales.
Other makeup companies and retailers have demonstrated success with online AR features. L’Oréal’s ModiFace AR has helped double website engagement time and triple conversion, according to The Drum. From 2016-2018, Sephora‘s Virtual Artist app drove 200 million try-ons of shades over the course of more than 8.5 million visits. Considering that the elimination of product testers in a post-coronavirus era is a likely outcome, being able to try on products virtually, both in an in-store environment and online, is more important than ever.
“Traditionally, online beauty shopping was for replenishment if you were looking for a specific product,” said Smith. “You weren’t shopping the same way you were in-store because that was focused on discovery. But what AR can deliver is that you can shop similarly online to the way you would in-store.” Smith also said there is the potential for AR to replicate the social-shopping experience, meaning AR could provide a way for people to share makeup looks with friends in real-time when they can’t shop together.
What Happened To The Mac Cosmetics App Store
Smith said that, whether a person is shopping in-store, on desktop or on their mobile device, their identity goes with them; therefore, AR has the ability to link a person’s online activity with their in-store activity and vice versa. As such, a brand can get to know a person’s preferences on products and how frequently they use them, and can offer personalized recommendations along with timely replenishment suggestions. Ojo said that, currently, MAC tracks AR data in aggregate only, such as the number of people using the tool and how many use the camera feature versus a model image.
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What Happened To The Mac Cosmetics App List
“Naturally, the move toward social distancing is a great opportunity for us to rethink how we can create these kinds of experiences for customers while socially distancing at home,” said Ojo. “This makes innovative digital platforms to connect and engage with customers all the more important.”