is the future of beauty retailing interactive?
More and more retailers are integrating smart tech into their offering in an attempt to meet the demands of tech-savvy consumers and justify their future on the high street. People are browsing and shopping differently and retailers have to focus on bringing added value to the shopping experience through enhanced function or entertainment to create genuine connections with consumers.
(see >< Digital Futures report http://www.morefromlessglobal.com/blog/Perspectives/digital-futures-report/)
When Charlotte Tilbury launched her flagship store in London's Westfield shopping centre in 2016, she built her offering around a totally immersive beauty experience with technology at its heart. Virtual reality touch-screen mirrors known as 'magic mirrors' allow consumers to 'try on' a variety of looks in virtual reality. A range of Charlotte Tilbury signature make-up looks can be selected or users can ask the mirror to make recommendations by referencing their individual skintone, hair and eye colour. The make up is 'tried on' in real time and moves with the users face.
The store also features large screens featuring live social media feeds as well as an immersive 360o VR experience transporting consumers directly into the latest Charlotte Tilbury perfume advert staring Kate Moss.
photo courtesy of charlotte tilbury
Anything that makes trying on clothes or make-up quicker and more entertaining is going to be popular with consumers. Retailers investing in technology are wise to concentrate their efforts where they can improve the shopper experience as well as entertain. Beauty brands in particular have a real opportunity to embrace AR and VR because many consumers are risk averse when it comes to experimenting and this offers them a safe and convenient risk-free platform.