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Spotted: CoverGirl has opened a high-tech 10,000-square-foot store, or “experiential makeup playground”, in New York City’s Times Square. Customers are greeted by Olivia, a hologram powered by Google’s artificial intelligence technology. Olivia can direct you to products, share in-store promotions or answer questions. In the shop are “augmented reality glam stations”, where customers can virtually try on lipstick or eyeshadow by picking a colour choice from a tray.

It is also possible to personalise your own lipstick or makeup bag. The flagship store is the only place that sells a new line of merchandise from CoverGirl, which includes clothes and accessories.