By  on December 12, 2017

Samsung’s virtual reality collaboration with NYX Professional Makeup may be a sign that the retail industry, particularly the beauty sector, is starting to wrap its head around VR and its place in stores. 

The “Impossibly NYX Professional Makeup” experience features tutorials with beauty vloggers, who share makeup tips and techniques inside the virtual environment. But these tech-forward makeup lessons are only available at NYX’s real-world locations — which begs the question: Why not have on-site employees do it? 

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