Freckles, a button nose, or perfectly chiseled cheekbones: whatever facial features someone may have, soon their profile may be cataloged whether they are at the airport or their favorite department store. Facial recognition technology, which instantly captures facial profiles, is quickly evolving as a valuable tool for retailers. Not only can facial recognition help protect a retailer protect against shoplifting, but it can also help a retailer develop very personalized relationships with its customers. For example, Microsoft has created a billboard that uses the technology to identify an individual as they pass by and then serve ads personalized to that individuals’ purchase history.