DFS stores launches Meitu Magic Mirrors

1 min readUpdated Jun 1, 2025Aug 22, 201810:03 AM

In this article (5)

DFS stores in 16 international cities – including Hong Kong and Macau – will be featuring Meitu Magic Mirrors for the next year.

The connected device allows customers to see their desired makeup style applied directly to their face, just as if they were standing in front of a mirror. An AI algorithm is used to make personalised recommendations based on customers’ facial features. Photos taken by the device can be shared on social media.

The Meitu Magic Mirrors will be installed in 22 stores, in cities including Macau, Singapore, Indonesia, Japan, Australia, the UAE and the US.

According to reports, the effect is true-to-life and product colours and textures are accurately displayed. It is designed to drastically lower the time shoppers spend trying out products, while preventing sanitary concerns that can arise when sampling items in a public venue.

Previously, the Meitu Magic Mirror has been used to promote Lancome, Nars Cosmetics, Make Up Forever, Sephora, and Dolce & Gabbana.

Meitu is a Chinese AI-driven photo/video editing and sharing company that also produces smartphones.

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What this means

DFS's deployment of Meitu Magic Mirrors represents a shrewd move to elevate the in-store beauty experience. By integrating AI for personalised recommendations and virtual try-ons, DFS directly addresses consumer hesitations around product sampling hygiene, a common concern not typically solved by traditional beauty counters. This innovation pressures rivals like Sephora, which has previously partnered with Meitu but appears less globally integrated than this DFS rollout. The investment signals a commitment to technological differentiation that could attract digitally-savvy shoppers, offering a significant competitive edge over less agile luxury beauty retailers. The immediate risk lies in customer adoption; watch the social media engagement generated by the mirrors.

Maria Santos · Retail News Asia newsroom

Questions & Answers

Which specific DFS locations will have the Meitu Magic Mirrors?

The mirrors will be installed in 22 DFS stores across various cities. These include Macau, Singapore, Indonesia, Japan, Australia, the UAE, and the US, among others in 16 international cities.

What is the main purpose of DFS installing these Meitu Magic Mirrors?

The mirrors are designed to significantly reduce the time customers spend trying products. They also address hygiene concerns often associated with sampling makeup items in a public setting.

How long will the Meitu Magic Mirrors be available in DFS stores?

The Meitu Magic Mirrors will be featured in DFS stores for the next year. This suggests they are being introduced as a temporary or trial initiative within the selected locations.

What functionality does the Meitu Magic Mirror offer customers?

Customers can virtually apply desired makeup styles to their face and receive personalised recommendations through an AI algorithm. Photos taken can also be shared on social media platforms.

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