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Brief Published: 14 Jul 2017

Rituals Takes Shoppers to Moroccan Spa with Sensorial VR

Rituals' VR hammam experience

Embracing the growing value of sensorial in-store experiences (see Topshop’s sensorial VR water slide), Dutch beauty brand Rituals hosted a semi-immersive virtual reality (VR) concept in its London and Belfast stores earlier this month.

Created to support the relaunch of its newly reformulated Ritual of Hammam range, the experience offered customers the feeling of visiting a Moroccan spa. Shoppers wore Samsung headsets to watch a VR video shot on location in a Moroccan hammam, simultaneously receiving a therapeutic hand massage featuring signature oils. While not exhibiting the kind of innovative, tech-embedded immersion discussed in Retail’s VR Future: Communal Digital, the project did illustrate how rudimentary touch and smell can be used with tech to elevate the still predominantly visual world of virtual reality.

The concept also educated customers about Moroccan spa traditions. The VR video explained the five steps involved in the hammam ritual, teaching customers how to recreate the experience at home.

The VR experience, which was available for a month-long period finishing on July 9, was created in partnership with technology provider VR Owl and creative agency JamJam Marketing (both Dutch).

The value of virtual technologies in the beauty sector is booming, but is so far largely executed without a sensorial edge. For more, see the Exploiting ‘Ego Tech’ section in Retail Tech: Future-Shaping Tools & Trends.

See also Lowe’s Haptic-VR DIY Skills Clinic, Immersive Brand Experiences, Virtual Added Value (part of our Post Digital Macro Trend) and Virtual Immersive Commerce.