Digital beauty

Enter the world of MacCosmetics.com and you are transported into something like a post-modern funhouse. First come high-quality images that include android-like models, along with enlarged pictures of make-up kits and children’s drawings—and with a free shipping offer in a silver box located in the middle, never going away—all of it trying to encourage shoppers to click through to a particular product line. Move further into the site and you see a navigation bar emerge like a sleek futuristic wall on the the left-hand side, leading you deeper into this world of eye shadows, lipsticks and nail polish, where discontinued items are labeled ever so stylishly as “Goodbyes.” The site also features product videos and collections from make-up pros.