Saks Fifth Avenue has introduced a virtual try-on mirror to its stores in the US.

The new mirror allows customers to virtually try several beauty products using augmented reality (AR) technology. The mirror then takes a picture and sends it to the customer via e-mail.

Saks Fifth Avenue president Marc Metrick was quoted by USA Today as saying: “It gives us the space to create a whole new type of beauty business.

“Customers visiting the mirrors will receive assistance from a concierge who can help customers book makeovers.”

“It’s going to have to be more about the experience and less about being a place where you can just run in and get what you want.”

Saks Fifth Avenue intends to use the new technology to compete with eCommerce sites and other beauty retailers such as Ulta and Sephora.

Customers visiting the mirrors will receive assistance from a concierge who can help customers book makeovers.

Consumers can choose from more than 120 cosmetics brands and perfumes, and will get access to 15 treatment rooms where they can book facials and other services.

The new technology follows the company’s decision to relocate its cosmetic counters to the second floor of its Manhattan flagship location.