Estée Lauder is also aiming to capture travelers with a tech approach at its first Estée Edit brick-and-mortar outpost, located at 46 Carnaby Street in London’s Soho. While the store primarily stocks products from its Millennial-focused collection The Estée Edit, it will carry a selection of other products as well.

According to Stephanie Sherman, vice president general manager, the UK and Ireland, at Estée Lauder, Carnaby Street attracts about 44 million visitors a year, and says that The Estée Edit collection is aimed at selfie-obsessed young women.

The freestanding boutique has been enhanced with digital experiences such as a selfie mirror where shoppers can take a picture of their beauty makeover and share the picture or print the image on-site. There are also “play areas,” services, treatments, and beauty events.