Evan Schuman's StorefrontBacktalk

That same official said the decision to put four units in each tested store was based on the nature of the cosmetics area: two units for each area and another two on the opposite side of the aisle. “We may have Maybelline on the right and another brand on the left,” he said.

Another early consideration was putting a high-resolution printer, which would likely have better color-matching capabilities, at each counter. But concerns about keeping the printers supplied with paper and ink/toner made it seem too hassle-oriented. “If I want to make it as hands-free as possible,” he said, “sending a digital version sidesteps the burden on the store.”

The idea of using technology to better sell cosmetics is hardly new. Macy’s is now toying with self-service centers (with admittedly little tech) and, at the other extreme, Japanese mega-chain Mitsukoshi has been experimenting with RFID tags to accomplish something similar to what Wal-Mart is trying to do with barcodes. If it works perfectly, RFID would theoretically be easier for consumers because it sidesteps barcode scanning. Customers in an RFID environment could simply grab devices representing blush, eyeliner or lipstick and start designing away, while a barcode trial requires scanning with each new element before it can be virtually applied.

All of these screen-based efforts still have to deal with the not-so-makeup-friendly lighting in a typical department store, in addition to getting a display to both show accurate colors and interact realistically with store lighting. Even Hewlett-Packard has been trying to figure out a way to deliver accurate colors to retailers, using less-sophisticated mobile cameras.

The Wal-Mart trial, while advanced, still has to deal with the day-to-day challenges of a convenient cosmetics test. For example, it needs to ask consumers to remove eyeglasses. Whether that’s for glare or, more likely, to expose the full face for virtual painting, it will deliver a look that may not reflect how the customer will look in the real world. Then again, glasses may make some profitable eye treatments less necessary by obscuring the enhancements, so removing them may not be a bad thing margin- and revenue-wise.

Part of Wal-Mart’s objective is to see how merged-channel (the final stage after cross-channel, which itself is one step beyond multi-channel) a cosmetics trial could be. Thanks to the E-mailed images, nothing about the trial is limited to in-store, Web or mobile, theoretically allowing the trial to test all three channels.

“It’s intended to be a multi-channel experience, whether in-store, at-home or using a mobile device,” said Craig Velliquette, a client executive for IBM’s Wal-Mart team. The consumer “is able to retrieve the image no matter what device she is using,” he said.

The trial is not limited to traditional makeup; it also includes hair-coloring treatments and other facial helps. “It’s not just about virtual makeup,” Velliquette said. “It’s providing customers shopping assistance for a variety of looks, including day and night looks.”