Superdrug is trialling virtual mirror technology in two of its stores to allow shoppers to experiment with different colours and shades of make-up.

The technology allows customers to take a photograph of themselves and use the touch screen to apply virtual make-up. After the inbuilt camera takes a photograph, shoppers can pick up a product from the stand in which the unit is contained, scan the product and then the computer will apply it to the image.

The system is being trialled in the Westfield London and Meadowhall stores, and cosmetics brands Gosh and Rimmel will be the two brands in the initial trial.

Once shoppers have used the software, they can then email the images of their new look to their social networking accounts on Facebook or Twitter.

Superdrug IT director Andrew Lyne said: “Our customers love to experiment with their make-up and this offers the perfect way to check out new colours without having to use testers and wipe off existing make-up. We’ll be watching the way customers use these units to see if this is an opportunity to offer to other cities later this year.”

The software has been provided by IBM and EZFace.