They recently launched the 'Virtual Makeover' counter on their website, allowing women to try on different make-up with the click of a mouse.
And now, high street retailer Marks & Spencers has brought us a new innovation in beauty, which spells the end of realising too late that the tangerine nail polish shade clashes with your skin colour.
They have launched the 'Virtual Manicure' – allowing shoppers to test-drive their entire enamel range on their own hand before purchasing.
After choosing a model's hand most similar to your own skin tone, you can then choose from any of the shades on offer and have it painted on.
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It's a little princess!