Mirror, mirror on the wall: Topshop makeup launches via interactive customer platform

London – UK retailer Topshop has launched an own-label makeup range and has invited instore customers to interact with industry professionals via a two-way mirror, in collaboration with film website specialist SHOWstudio.com.

The five-day instore ‘Mirror Mirror’ collaboration sees the retailer use the interactive film website to dispense style advice from a panel of fashion insiders; a giant, two-way mirror displays comments written across its surface.

The new cosmetics range was launched yesterday. It was designed by makeup artist Hannah Murray, who has produced both a core collection of basics and a trend-led collection which capitalises on catwalk looks and will be updated every three months.

‘The makeup launch is a major new product area for Topshop – we will introduce new, trended collections in line with the clothing offer,’ Karen Bonser, Topshop’s head of design, tells LS:N Global.

Interactive focus on instore entertainment and partnership with social media mean that Topshop is engaging with consumers both instore and online. Find out more about how the retail landscape is changing in our Beyond Retail report.