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Ulta sparks new online VR shopping experience

Ulta Beauty is introducing Sparked, a lifelike online store based on virtual reality (VR) technology.

The nation’s largest beauty retailer, which introduced a virtual try-on experience on its mobile app in June 2019, is taking a big step forward in providing realistic digital shopping tools. Sparked@UltaBeauty is a dedicated section of the retailer’s e-commerce site featuring a virtual replica of a brick-and-mortar store, promoting four specialty beauty brands.

Based on technology from augmented reality (AR)/VR shopping platform provider Obsess, Sparked@UltaBeauty features a 3-D digital representation of a mall-type beauty store with assortments from Uoma Beauty, Zoeva, Elcie, and Love Wellness. Customers can click on any storefront to be brought to a virtual selection of a specific range of products.

By clicking on a product, users can view a zoomable product image and also click through to the product’s page on the main Ulta Beauty site. The virtual store also includes links to content such as promotional videos and the brand’s entire assortment on the Ulta e-commerce site.

“With the rapid growth of digitally-native brands, Ulta Beauty continues to bring guests exciting brands that are new to the brick-and-mortar retail space,” an Ulta Beauty spokesperson said in a statement emailed to Chain Store Age. On Sept. 22 (soft launched online Aug. 10), Ulta Beauty launched a dedicated platform, Sparked at Ulta Beauty, to reinforce the company’s position at the forefront of new brand engagement, continually evolving and diversifying its beauty assortment for our guests. It’s a unique interactive experience where consumers can learn more about these exciting brands and founders, and their authentic stories and products.”

Visit Sparked@UltaBeauty here. Watch for more coverage in Chain Store Age.
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