Beauty retailer Sephora has launched its first ‘smart’ beauty store in Paris, allowing customers to shop both online and in-store at the same time.

In the Paris store, a partnership with payments specialist Worldline means customers can browse the 3,500 articles on display in the store while also browsing Sephora’s 14,000 items online via handsets and tablets. At the end of the purchase, the goods in stock can be taken away that day and those not immediately available will be ready for collection the next day or delivered to the customer’s home.

Meanwhile, in the Sephora mobile app, customers can test products using augmented reality, superimposing different colours of cosmetics onto their features.