On Sept. 13, I had the pleasure of attending a VIP Beauty Breakfast at the retail concept store STORY in New York City. At the event, I learned about two really cool new interactive beauty stores that are turning the beauty industry on its well-coiffed head!

The first beauty concept store I learned about came via STORY’s founder, Rachel Shechtman, who discussed her store’s current theme, “Beauty.” STORY, which reinvents itself every four weeks to eight weeks with new merchandise, has teamed with Coty to turn the space into a place of self-discovery packed with new products, activities, new technologies and events that inspire self-reflection.

Shechtman explained that visitors to the store can play around with Coty brands such as COVERGIRL, Sally Hansen, Rimmel and Clairol using Perfect Corp’s YouCam AR Makeup Mirror, an augmented reality magic mirror that allows users to visualize how different makeup colors will look on their lips, eyes and face. There’s also a portrait studio that uses A-1 Array, a multicamera system that captures single moments in time and creates three-dimensional animations for instant sharing. Customers can pose in the studio and send Instagram-worthy shots immediately. They can also stop by to freshen up with a custom facial by Heyday, a New York City salon has set up shop inside STORY.

So fun! I had a chance to check it out, but I can’t wait to go back with my teenage daughter to really experience it!

Next, Nancy Berger, vice president and publisher of Marie Claire, announced that the magazine is partnering with Mastercard to launch The Next Big Thing Concept Shop, a temporary retail store boasting tech innovations like smart mirrors and new ways to pay for purchases.

“Since its inception, Marie Claire has led influential and important women on the path to discovery, proving that curiosity is the best currency,” said Berger. “We’re excited to share what’s new and what’s next, while offering New Yorkers to experience the future of shopping with our partners at Mastercard.”

The retail destination will bring the pages of Marie Claire to life with three main zones named after popular sections in the magazine, including @Work: a guide to career, style and success; @Play: a guide to going out, staying in and getting away; and @Peak: a wellness resource.

At the shop, Neiman Marcus stylists will provide advice and tips on the latest selection of top designer fashion available at the store. Additionally, smart mirrors from Oak Labs will add another layer of customization by recommending additional accessories for outfits brought into dressing rooms.

Clarins will present its Sensor Mirror Pro, a virtual skincare mirror developed by MemoMi, and offer key products packed with next-generation formulas to deliver revitalizing benefits for radiant skin. San Francisco-based retailer b8ta will be providing a mix of shoppable apparel, accessories, activewear, gadgets and more.

Through the Next Big Thing Concept Shop mobile app (available in the App Store and Google Play), visitors to the pop-up shop will be able to seamlessly make cashless transactions from anywhere within the store, including the fitting room mirrors; book one-on-one appointments with Neiman Marcus fashion stylists; and sign up for an array of in-store events and activities.

The shop will be open from Sept. 23 to Oct. 12, and is located at 120 Wooster Street in Manhattan’s SoHo neighborhood. It will be open daily from 11:30 a.m. to 8:30 p.m.

I can’t wait to check it out!