Sephora are trialling a tool in a store in Milan, Italy which allows customers to try on eye shadow using an in store 'digital mirror'. The customer looks at the screen and sees a live video of themselves as if they were looking into the mirror. The customer then selects an eye shadow product and colour and sees themselves on the screen as if they had applied the eye shadow. The customer can turn sideways to look at what the eye shadow would look like from a side.