The company is piloting a digitally integrated retail concept in the Long Island City neighborhood of Queens, New York. The MAC Innovation Lab: Queens Center will test a variety of omnichannel experiences and adopt a localized approach meant to cater to the Queens community.
Philippe Pinatel, global brand president of MAC Cosmetics, called the Innovation Lab a “big departure” from the company’s previous retail philosophy. MAC Innovation Lab: Queens Center features an Art Studio complete with augmented reality virtual try-on mirrors. Courtesy of Peter Kubilus Though MAC was forced to close its stores due to the pandemic, the company has seen “very high double-digit to, sometimes, triple-digit” growth in its e-commerce business, according to Pinatel. Virtual try-on is also drumming up online consumer engagement, which has increased threefold, he said.
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