This is not really a first one of its kind (remember the virtual shoe store?) but I think this is the first time that the execution is quite flawless.
Rather than a rough digital rendering superimposed on a real image, this virtual mirror allows potencial customers to try on make up in a way that is quite realistic and magical at the same time.
Watch the video. It does seem to work as expected. I can easily see this as the next retail wave, and outside of the women's washroom.