Charlotte Tilbury invites customers to shop in virtual reality

Charlotte Tilbury has announced the launch of “Shop with Friends”, a feature that enables consumers to shop in a 3D virtual store together with others.

The feature will launch in time for the Holiday Season, inviting users to explore the beauty brand’s gifting universe.

The digital store was created by Obsess, an experiential e-commerce platform using virtual- and augmented-reality technologies to create immersive digital experiences.

“Shop with Friends” allows customers to invite friends and family to the virtual store by sending them a link.

A video feature allows individuals in the group to see and hear one another as they navigate the virtual environment, just as they might in a multiplayer video game.

There are three immersive islands dedicated to Charlotte’s gifting universe that users can explore by themselves or alongside others, where they can virtually try on make-up and engaging with their friends that they can see on a video bar on the side of the screen.

The feature will also allow store associates, including a Magic Charlotte avatar, stylists and influencers to guide shoppers to different areas within the virtual environment to demonstrate products and share styling tips.

Wholesale sellers will also be able to use "Shop with Friends" to highlight products for buyers in virtual showrooms.

Charlotte Tilbury, founder of her namesake beauty brand, commented: “My 3-dimensional Virtual Beauty Gifting Wonderland is at the centre of the Charlotte Tilbury metaverse this holiday season! It combines all the sparkle and retail theatre of our stores with the ease and portability of the digital universe to unveil a truly immersive Charlotte Tilbury experience.”

Charlotte Tilbury’s chief growth & technology officer Corinne Suchy added: “The new Shop with Friends feature is a hugely innovative addition to our next-generation online experience. We have always been a digital-first brand and by launching this new feature within our virtual store, we are truly operating as an omnichannel business to bring our customers rich and immersive experiences whenever and wherever they meet the brand.”