As for product testers and samples — one of the main draws to shopping in-person for makeup — those will mostly be done away with, for now. This has made way for virtual experiences, instead.
"We know part of the joy found in shopping for beauty is being able to swatch and play." said Steelman. "To that end, we are excited to welcome guests to try GLAMlab, our virtual-try on experience in the Ulta Beauty App." GLAMlab allows shoppers to virtually try-on products in categories such as eyeshadow, eyeliner, brows, lips, mascara, foundation, false eyelashes, and even hair color.
A similar software is available at Sephora, too. The Virtual Artist feature in the Sephora app allows you to digitally try-on products, see swatches, and watch how-to's. The retailers also has the Shade Finder to help match shoppers with their closest foundation shade.
"While testers remain temporarily suspended, we have display-only versions of our testers available in-store, in states where local ordinance allows, and our Beauty Advisors will be available to assist clients via demonstration with these displays," said the Sephora rep.
At SHEN Beauty, store visitors are asked to refrain from touching anything — or at least use hand sanitizer first — and seek the help of an employee instead. "Testers will be handled only by the staff members and we will encourage people to ask for help, prior to touching anything to avoid any unnecessary passing of germs," said Richards.
"We know beauty shopping looks and feels a bit different now and we understand everyone has their own level of comfort when returning to stores," said Steelman.
