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Brief Published: 27 Oct 2016

Charlotte Tilbury Digital Beauty Boudoir

Charlotte Tilbury

Following a successful store debut in London's Covent Garden last year, lauded British make-up artist Charlotte Tilbury has unveiled a store in Westfield White City shopping mall, London – centred on digital interaction.

Its decadent, old-Hollywood-inspired interior – featuring crimson velvet sofas and ornate rose gold fittings – is juxtaposed with high-tech features including a virtual mirror devised by British creative technologists, Holition. The mirror allows customers to virtually trial Tilbury-created looks by digitally overlaying the chosen make-up onto their faces, with the tech adjusting the look to consumers' skin tones. In-store make-up artists can then recreate the looks in less than 30 minutes.

A large-scale screen displays digital content including backstage tips and current inspirational Instagram and Pinterest images.

Visitors also have the chance to try out a virtual reality headset, enabling them to watch the Kate Moss-starring ad campaign for Tilbury's new fragrance, Scent of a Dream, in 360 degrees. The initiative was launched at S/S 17 Fashion Week in New York. For more innovations from the shows, see our S/S 17 Catwalks: Communications Innovations report.

Additional services include product personalisation, such as five-minute scent bottle engraving, and a dedicated gift concierge. For a more intimate experience (for groups or individuals), consumers can also book a private room where the brand's top team performs services like red-carpet-ready transformations, bridal consultations and get-the-job interview makeovers.

Look out for our upcoming report Beauty Flagships, publishing on November 10. See also Teen-Targeted Beauty: Retail, Active Flagships and Rapid Retail.