Either hair only or full re-customization. Obviously this is on the gem store, which is sort of a nicer way of doing it than Blizzards (imo). All in-game, no relogging several times due to delays etc etc, and purchasable with in game gold (via currency exchange). Had a play around with it, you essentially redesign your character using all the tools available to you at the start.
I know this is going to kill a friends pocket. They couldn't sit still for 5 minutes without running to the barber in WoW muhaha.