The registering part of it might be kind of what we do at Lauder. When a customer comes up to me with a coupon for a free sample, we take their info and create a registry card so we can call them for special events, GWP, new collections etc. It's a way to create a relationship, instead of the customer going to any of the counters in the area, she will hopefully come back to us and we can track her preferences, etc.
Maybe MAC is doing that now too?