Award-winning creative innovation studio, Holition, has published their latest research on in-store retail user experience surrounding facial recognition and other technology-based points of sales. Research, conducted in collaboration with University College London Interaction Centre and the University of Cambridge Judge Business School, and other leading universities around the globe, aims to address crucial pain points in consumer experience that involve a new generation of digital technologies. Volume III of Holition's UX Series investigates Generation X's approach to cosmetics and retail. The research also details the disconnect between industry managers and Generation Z. The findings from two qualitative studies dictate that new in-store retail strategies must be developed and implemented to captivate and meet expectations of Generation Z.