“Falling down Alice’s rabbit hole into a world of makeup enchantment” is how world-renowned makeup artist Charlotte Tilbury described the customer experience in her second, newly-opened UK flagship store.
Located in London’s Westfield Shepherd’s Bush mall, Charlotte’s store looks to showcase cutting-edge digital innovation amidst a sumptuous, old-Hollywood aesthetic for an ultra-glam experience.
“I wanted to create an interactive beauty wonderland where daughters, sisters, mothers, grandmothers, lovers and friends would all love to shop,” said Charlotte. “It’s makeup made easy, but also fun and engaging. My stores are all about making makeup easy to use, easy to choose and easy to shop in a luxurious, theatrical, sensory environment.”
A big lure for beauty shoppers will be the store’s interactive Touchscreen Magic Mirror, a high-tech makeup selling-tool that combines the human experience with digital engagement. Charlotte worked closely with British creative technologists, Holition, to create and develop the mirror that lets customers ‘try on’ virtually each one of her iconic 10 Makeup Looks. All the looks are simulated using advanced real-time tracking and realistic visualization. The technology takes into account the customer’s skin tone so that a true visualization can be achieved.
The Magic Mirror “is pure retail magic, inspiring shoppers to try on colors they wouldn’t usually try, and play in ways they have never played before,” Charlotte said. The mirror looks to lure consumers to take the next step, which is to spend 30 minutes with a makeup artist to transform the virtual look into reality.
Adding to the theatricality of the experience is a huge screen that displays exclusive behind-the-scenes tips, tricks and secrets from Charlotte’s backstage life during Fashion Week and on editorial and campaign shoots, as well as her most recent work on Instagram and Pinterest, and compelling images from her travels.
Shoppers can even go on an immersive, virtual reality journey using a special headset to experience Charlotte’s first fragrance, Scent of a Dream.
The store’s digital innovation is juxtaposed with an ultra-glamorous aesthetic, in keeping with Charlotte’s trademark style and A-list pedigree. Deep crimson velvet sofas, rose gold Art Deco light fixtures, and vanity tables befitting a leading lady, are a throwback to Hollywood’s Golden Era.
Charlotte said the store is the perfect destination for a girl’s night where guests can book red carpet-ready looks while sipping champagne. Bridal parties can also book consultations in one of the private ‘beauty boudoirs’.
“I wanted to revolutionize and disrupt the way people shop,” Charlotte said. “My store is like my home, but also a place where my different working worlds collide – it’s inclusive, fun, glamorous, bringing back-stage and front-stage together.”