Retail websites are increasing their interactivity and attention to personalised service. Two fashion and beauty websites going live soon are leading the pack with innovative graphics and offerings - www.boo.com and www.reflect.com.

The sites promise a personalised shopping experience. Boo.com is already known for its artsy illustrations and the ability to view every item in both 3-D and zoom modes. Reflect.com promises individualised make-up and beauty advice for web shoppers as well as a large selection of products.