Charlotte Tilbury Pushes Deeper Into Metaverse With 3D Vacation Retailer – WWD

Brian Burns / November 14,2022


LONDON — Charlotte Tilbury Magnificence is delving deeper into the metaverse with the opening of Charlotte’s Magnificence Realm, the model’s first 3D digital retailer with a gaming expertise. It’s set to be unveiled on Thursday.

The model stepped into the metaverse earlier this yr, partnering with the experiential e-commerce platform Obsess.

For the vacation season, it plans to ramp the expertise up a notch, providing choices for customers to create their very own avatars and specify pores and skin tone, hair colour and physique sort.

They will additionally attempt on and purchase make-up and skincare from the vacation assortment and replicate seems to be proven on Kate Moss, Jourdan Dunn, Twiggy and Lily James, who star within the magnificence model’s vacation 2022 marketing campaign, which is impressed by Studio 54.

There may be additionally a “store with pals” choice and, for the primary time, an NFT is on supply for many who’ve skilled the shop.

The NFT features like a digital wristband and can supply entry to unique product and sweetness experiences. The free NFT has been created in partnership with tech trade specialists POAP Studio, which creates Internet 3.0 and NFT experiences for manufacturers.


Within the 3D world, Tilbury herself has been changed into a Tinkerbell-style character, zipping round and glamming up these round her.

The model is so critical concerning the prospects of the metaverse that it refers to itself as a “international magnificence and expertise platform.” The corporate mentioned it desires to “forge deeper connections with clients in all places to find, educate, take a look at, attempt to purchase” the vacation merchandise.

There may be an academic angle, too. Clients will have the ability to study from the model’s skilled artistry crew by way of livestreamed content material.

“Whether or not we’re interacting in-person, on-line or by way of our digital retailer within the metaverse, we need to convey a one-of-a-kind expertise to our clients. We’re creating the following era of immersive experiences in a continued blurring of the traces between the bodily and the digital,” mentioned Corinne Suchy, chief expertise and progress officer of Charlotte Tilbury Magnificence.

Neha Singh, founder and chief government officer of Obsess, mentioned the tech allows the model to create its personal customized metaverse on the Charlotte Tilbury website, the place each the surroundings and buyers’ avatars mirror the model’s aesthetic and improve the general buyer expertise.”