Dec 16, 2022Ed. Note: This article was previously posted at Retail TouchPoints.
Charlotte Tilbury is the latest brand to launch a metaverse experience for the holiday season. Charlotte's Beauty Realm is a 3D virtual shopping experience developed in partnership with Obsess to give shoppers access to what the company describes as "a magical, multidimensional" holiday wonderland. The beauty brand is no stranger to immersive online environments; it first partnered with Obsess to launch a holiday-themed VR online store in 2020 and added social shopping features to this 2D experience in 2021.
Now the companies are working together to level-up the "virtual magic gifting universe" by allowing visitors to customize their own avatars using digital iterations of looks worn by Kate Moss, Lily James and Jourdan Dunn in the Charlotte Tilbury holiday campaign, as well as hair color and style, eye color and shape, skin color and more. After adorning their digital avatars, visitors can dance, venture through the 3D store, explore the full holiday collection and shop with friends. If they need further assistance, customers can get a full tour and curated guidance from "pro gifting fairies" from team Tilbury.
Visitors can customize their own avatars with digital versions of fashion apparel.
"We're proud to launch this first-of-its-kind industry technology that gives brands the ability to customize the complete look-and-feel and style of their avatars in their virtual stores," said Neha Singh, Obsess's founder and CEO, in a statement to Retail TouchPoints. "Essentially, we're enabling any brand to create its own branded metaverse outside of gaming environments for the first time. Each brand sets its own parameters, to ensure the environment and avatar style are both part of a cohesive, engaging and memorable virtual shopping experience." Click here to view a YouTube demonstration.
The end goal is to "forge deeper connections with customers everywhere" and inspire them to "discover, educate, test, try and buy Charlotte's Holiday trinkets, treats and treasures," the company shared in a press release. However, the virtual experience also is designed to draw people in with exclusive access and perks. For example, all visitors will be able to access exclusive beauty secrets, powered by livestreams and a library of educational content and virtual beauty services.
A limited number of customers also will receive an exclusive POAP non-fungible token (NFT), a virtual wristband showing proof of attendance to the Studio Tilbury Holiday party. With these digital wristbands, customers will be able to unlock early access to new launches and premium products, as well as limited-edition experiences. This convergence of experiential retail and loyalty will be key for Charlotte Tilbury as it strives to elevate customer engagement across all channels—and worlds.
"Whether we're interacting in person, online or via our virtual store in the metaverse, we want to bring a one-of-a-kind experience to our customers," said Corinne Suchy, Charlotte Tilbury Beauty's chief technology and growth officer, in a prepared statement. "Making every single customer interaction feel elevated and personal across each one of our touch points is essential to us helping our customers feel and look the most confident and beautiful versions of themselves."
