Kuala Lampur, Aug. 11 -- She only meant to pop into Sephora for a compact powder. Two hours later, she is still there, testing lipsticks under warm lighting, surrounded by a soft floral scent and music that makes the store feel alive.

At a digital counter, a smart mirror scans her skin tone and shows how different shades might look on her face.

Nearby, a QR code allows her to virtually try on a new blush. She takes a selfie at the branded photo corner and receives a promotional gift for sharing her experience on social media.

She came for one item. She leaves with four, and a story to tell.

This shopping experience may feel spontaneous, but much of it is carefully designed. A recent Universiti Malaya study examined how beauty retailer...