Beauty retail craze for virtual mirrors continues: Charlotte Tilbury gets on board

By Lucy Whitehouse contact

- Last updated on GMT

Magic mirrors in beauty retail: Charlotte Tilbuy

Related tags: Business

Magic mirrors, which harness virtual reality to allow consumers to try on makeup digitally, are becoming something of a craze in beauty, and Charlotte Tilbury is the latest company to give it a go.

The company used the technology in the recent launch of its new flagship store in Westfields,​ London, with two magic mirrors that let customers ‘try on’ each of the brand’s 10 makeup looks.

In using the mirrors, Charlotte Tilbury, follows the likes of NYX, Sephora and Credo​ in applying smart technology to the retail store space, and also follows recent hype around the recent launch of a virtual mirror that can also 3D-print makeup by Panasonic.

Consumer enthusiasm, brand solution

Holition Augmented Retail, the company behind Charlotte Tilbury’s use of the mirror technology, suggests that the augmented retail experience offers consumers a more interactive and enjoyable beauty retail experience.

What is really interesting here is the reaction of customers. They really love the whole concept of trying out a virtual look which then gives them the confidence to make a purchase or even have a makeover there and then​,” the company asserts.

Tools like the Magic Mirror create a deeper relationship and engagement with consumers.  By understanding the role of technology in-store and the role of social, especially as  a lot of fashion and beauty is about recommendations and endorsement from other people, Holition can make the technology fit for purpose​.”

Indeed, consumer research firms have noted recently that this kind of retail will be expected by the rising consumer groups of millennials and beyond.

Euromonitor said in a recent report that a personalised, immersive shopping experience is key for the demographic: Personalisation and interactivity is important in beauty care for millennials, with a rash of digital solutions emerging to appeal to their need for individual solutions.”

Digital meets physical

Immersive retail experiences that marry the physical with the digital have long been sought-after by beauty brands, and Holition notes that magic mirrors seem to be offering an answer to that demand.

Finally, it seems, the technology is now here which not only enhances the customer experience but also acts as a selling tool​.”

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