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04/18/2022

Charlotte Tilbury goes deeper into the metaverse

Dan Berthiaume
Senior Editor, Technology
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Charlotte Tilbury metaverse
Charlotte Tilbury has released a 3D avatar.

Charlotte Tilbury is adding several new interactive features to its immersive metaverse shopping experience.

Founded by U.K. makeup artist Charlotte Tilbury, the vertical beauty retailer is rolling out the “Pillow Talk Party Virtual Beauty Wonderland,” which it is promoting as the fourth generation of its “virtual world.”

Upon entering the immersive Pillow Talk Party Virtual Beauty Wonderland site, customers will be able to explore and shop the company’s beauty products, learn about product application, interact with virtual 3D experiences, view exclusive content, and engage in social interactions via a “shop with friends” feature.

Continuing its partnership with metaverse commerce platform Obsess, Charlotte Tilbury’s updated user experience enables shoppers to manipulate 3D product. When these products are interacted with, they will float and spin in the platform.

Customers can also view immersive, exclusive filmed content, featuring screens that project behind-the-scenes interviews with beauty influencers, as well as livestream masterclasses with Charlotte Tilbury beauty professionals. In addition, founder/CEO Charlotte Tilbury can appear in the metaverse environment as a 3D volumetric avatar.

By swiping up or scanning a QR code, customers can make the avatar appear in the screen of their mobile device, within whatever physical location they are looking at. The avatar can then guide customers through the Charlotte Tilbury “dream portal,” virtually transporting them into the virtual Pillow Talk universe.

And in a gamification effort, the Pillow Talk Party Virtual Beauty Wonderland will let customers can unlock a free mascara product, amd also win a chance to receive the full Pillow Talk collection free by sharing what Pillow Talk means to them online.

As mentioned above, the retailer initially launched the digitalized version of a brick-and-mortar store, leveraging Obsess technology, on its e-commerce site in November 2020. Within the virtual store, customers can explore, shop, receive personalized advice and product recommendations, join live events with Tilbury and special guests, and watch makeup and skincare tutorials.

In November 2021, Charlotte Tilbury launched a virtual 3D Shop with Friends solution, enabling customers to opt to invite others to join them for a virtual store experience by clicking a button and sending friends and family a link to the virtual store by email or text. The video feature allows individuals in the group to see and hear one another as they navigate the virtual environment separately or together, similar to the experience of a multiplayer video game. 

I dream in innovation,” said founder/CEO Charlotte Tilbury, MBE. “I innovate in product, and I innovate in technology. I believe there is a fine line between advanced technology and magic – and now for the first time ever I am manifesting myself into a magical, universal, and always-on avatar!”

“For our first iteration of Charlotte’s avatar, we have worked with state-of-the-art volumetric video capture to mimic Charlotte’s iconic style & mannerisms and equip her with the ability to transport you from one reality to another - from your living room into the Pillow Talk virtual beauty wonderland, it feels like Charlotte is there with you,”said Corinne Suchy, chief growth and technology officer of Charlotte Tilbury.

Charlotte Tilbury has over 1,000 points of distribution worldwide, including department stores and travel retail (U.K., Canada, Germany, Ireland, Netherlands, Spain, France, Italy, U.S., Hong Kong, Singapore, Thailand, Cambodia, India, South Korea, Macau, Australia, New Zealand and mainland China), and 15 stand-alone stores.