Global beauty retailer creates immersive virtual shopping experience

Charlotte Tilbury is providing a digitalized version of a brick-and-mortar store.

Founded by U.K. makeup artist Charlotte Tilbury, the vertical beauty retailer is leveraging the Obsess experiential e-commerce platform to launch a virtual Beauty Secrets store exclusively on its e-commerce site. The Obsess virtual and augmented reality solution enables retailers to design branded, 3D virtual retail experiences for consumers and wholesale buyers.

The new Charlotte Tilbury virtual store is an immersive, three-dimensional shopping environment where customers are guided by a “Magic Charlotte” avatar to virtually duplicate an in-store visit from their own home. Within the virtual store, customers can explore, shop, receive personalized advice and product recommendations, join live events with Tilbury and special guests, watch makeup and skincare tutorials, and invite a friend to join them on a video call so they can shop together.

“We have always been a digital first brand; it’s at the heart of everything we do, so by launching this virtual store, we are truly operating as an omnichannel business and offering our customers an immersive, 360-degree experience whenever and wherever they come into contact with the brand,” said Charlotte Tilbury. “The Obsess platform has enabled us to seamlessly create a quick, easy and personalized way to shop for beauty, skincare and gifts with game-changing 3D digital innovation.”

According to Obsess, its photorealistic, immersive online shops have been demonstrated to drive discovery, engagement, clickthrough, session duration, average order value, and conversion for retailers. 

“E-commerce shopping is surging due to the pandemic and savvy retailers know they need to offer a differentiated online experience to attract and convert customers, especially as we head into the holiday season,” said Neha Singh, Founder and CEO of Obsess.