Starting today – February 11th – Lancome is offering lucky consumers in New York City the chance to virtually ‘try on’ a beauty look – straight from the runway.

The new interactive program allows consumers to ‘get the beauty look’ from the Jason Wu 2014 Collection, shown on February 7th at Mercedes-Benz Fashion Week in New York City.

Where can consumers do this?

Lancome partnered with DreamDry salon, which is celebrating its on year anniversary, and has made the Try-On platform available at DreamDry’s New York Flatiron location.

Lancome enlisted the help of interactive marketing leader FaceCake Marketing Technologies, Inc. to create the interactive technology platform. FaceCake’s Swivel Close-Up platform will be used for a limited time. Swivel Close-Up provides consumers the opportunity to try on makeup in a zero-to-two foot environment, literally mirroring the in-store experience.

Robin Moraetes, CEO and co-founder of DreamDry commented:

“I’m thrilled to partner with Lancome and FaceCake to debut this cosmetic innovation and be the connector between the fashion, beauty and technology industries.”

Linda Smith, the founder and CEO of FaceCake, added:

“We are pleased to debut this experience with Lancome at DreamDry. Swivel Close-Up lets users try on anything from jewelry to scarves to makeup with just a webcam and a computer. You can compare looks, switch products in an instant, and send your favorite selfies to friends with just a touch, letting you explore limitless possibilities like never before.”