Charlotte Tilbury goes Virtual, Everywhere

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Better-end cosmetic brand Charlotte Tilbury has followed in the footsteps of the likes of Lancome and Diesel with the opening of a virtual shop aimed at ‘holiday’ shoppers. At a moment when visiting a CT boutique is not possible in England and other countries across Europe, this looks a canny move and once more it demonstrates the move by operators in both sides of the digital divide to turn e-commerce into something approaching a retail experience.

The store itself does look remarkably like one of those shiny Charlotte Tilbury stores and users can navigate their way around the shelves with the cursor, pausing to look at the individual products or to listen to a virtual Charlotte T pointing out the benefits of her products.

The ‘store’ appears on the Obsess, a ‘platform for immersive Mobile Commerce’ apparently. Obsess has a lot in common with Charlotte Tilbury, being headed up by Neha Singh, the former Head of Product at Vogue.

Whether this development will continue once we come to the end of the pandemic and will largely depend on how permanent the changes in shopper habits prove to be. That said, this is vehicle for the times we find ourselves in.