Beauty retailer Sephora has launched an augmented reality mirror in its Milan Store that can simulate cosmetics on a user's face in both real-time and 3D.

Using technology from virtual makeover provider ModiFace, the mirror tracks the location of a user's facial features and applies eye shadow colours directly via a video feed from a camera.

Through using the mirror, shoppers are able to try out different shades of cosmetics by tapping a palette on the screen and also view eye shadows from different angles as they move their heads from side to side.

“We believe ModiFace's 3D Augmented Reality Mirror will be a breakthrough technology for our customers as they virtually try out different eye shadow shades quickly and easily,” said Antonio Ferreira de Almeida, general manager, Sephora Italy.

The move follows a number similar initiatives by beauty retailers looking to capitalise on augmented reality technology, including luxury brand Bobbi Brown, who last year used Blippar to bring its campaign to life.