YouTube makeup tutorials in brick-and-mortar stores

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We’ve seen how brick-and-mortar retail outlets are bringing elements of online shopping to the instore experience, such as a New York store that offers 24-hours on-demand access. Now makeup specialists Sephora are incorporating YouTube tutorials into stores. Visitors to the new flagship store in San Francisco can browse Sephora’s collection of YouTube tutorials instore, which feature product recommendations and detailed guides on how to get the most out of them — users are even able to browse by skin tone. Given the huge popularity of YouTube stars such as Zoella — who has over 10 million subscribers — the move…

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