Try it before you buy it at Sephora! The nations number one speciality beauty retailer has added all kinds of new touches to their in-store shopping experience. For example, see yourself in all kinds of lashes, experiment with a range of perfumes, or let a stylist apply foundation from their large collection. In a selfie obsessed and friend critiquing world, this allows the customer to get a feel for the cosmetics before they make a purchase. It also inspires shoppers to spend lots more time in the store. Sephora is finding that the longer they stay, the more they buy.