On Thursday April 14, Charlotte Tilbury Beauty unveiled its fourth virtual makeup store in the metaverse, an immersive space designed for consumers to explore and shop the makeup artist’s iconic makeup collection, Pillow Talk. The line, which launched with one lip liner in 2013, today consists of more than a dozen uber-buzzworthy makeup items fronted by the likes of Kate Moss and Twiggy, including four new products that launched at the end of March.
Created by experiential ecommerce platform Obsess, the Pillow Talk Party Virtual Beauty Wonderland virtual store features new functionality and utilizes an updated UX, including the ability to play and feel items in 3D, and the ability to share the experience through a “shop with friends” function. Customers can also manipulate the 3D products, which will float and spin in the platform upon interaction.
As the customer moves through the virtual store they will also interact with exclusive filmed content via screens that project behind-the-scenes interviews with Charlotte’s Global Pro Artists.
Known for its digital prowess, the Virtual Wonderland will be open alongside the Pillow Talk Party launch campaign; live masterclasses are scheduled in the Virtual Wonderland throughout the month of April.
To get the word out to consumers, the brand is promoting its virtual store across all owned channels, including Instagram and CT.com.
While the brand is unable to share sales data stemming from its virtual initiatives, it does acknowledge that “a sizeable proportion of customers do buy in-experience, or go on to buy after visiting the Virtual Wonderland. At the same time, we build these experiences to encourage exploration, connection, and delight, and those elements are just as important to how we judge success as purchases are,” said a brand spokesperson.