Internet Makeover of the Cosmetics Department?

Recognizing that today's cosmetics shoppers don't always want to interact with the saleslady and the big glass island, many retailers are responding with open sell environments that allow customers to inspect and sample products on their own. But e-commerce has created its own selling environment, as well, in the process threatening to make the whole in-store cosmetics department obsolete.

The past several months has seen the emergence of Internet retailers (including Landsend.com's “Swim Finder”) providing same-body-type virtual models so e-shoppers can “try on” styles. Now, makeup is getting in on the act. Two new sites on the worldwide scene are eMakeover.com and EZface.com. If the web shopper has a scanner and digital camera (or takes an extra step to make a standard image digital), she may “sample” cosmetics in the privacy of her own home or office.

Typically these services first asks the shopper to e-mail her digital image to the site. Processing time varies, but some sites have an image ready for a shopper to use with within a few days. The woman can then access her picture and virtually “apply” different products to the image, using the mouse as an applicator. And she can add items to a shopping cart for purchase.

Early reports indicate that only 8 percent of households currently have the necessary equipment. And some retail analysts estimate that only about 2 percent of non-medication health and beauty aids will be sold online during the next few years. So don't rip out those remaining glass islands just yet.