LONDON — Charlotte Tilbury Beauty is delving deeper into the metaverse with the opening of Charlotte’s Beauty Realm, the brand’s first 3D virtual store with a gaming experience. It is ready to be unveiled on Thursday.

The brand stepped into the metaverse earlier this 12 months, partnering with the experiential e-commerce platform Obsess.

For the vacation season, it plans to ramp the experience up a notch, offering options for users to create their very own avatars and specify skin tone, hair color and body type.

They may also try on and buy makeup and skincare from the vacation collection and replicate looks shown on Kate Moss, Jourdan Dunn, Twiggy and Lily James, who star in the wonder brand’s holiday 2022 campaign, which is inspired by Studio 54.

There’s also a “shop with friends” option and, for the primary time, an NFT is on offer for many who’ve experienced the shop.

The NFT functions like a digital wristband and can offer access to exclusive product and wonder experiences. The free NFT has been created in partnership with tech industry specialists POAP Studio, which creates Web 3.0 and NFT experiences for brands.

Within the 3D world, Tilbury herself has been was a Tinkerbell-style character, zipping around and glamming up those round her.

The brand is so serious about the chances of the metaverse that it refers to itself as a “global beauty and technology platform.” The corporate said it desires to “forge deeper connections with customers in all places to find, educate, test, try to buy” the vacation products.

There’s an academic angle, too. Customers will give you the chance to learn from the brand’s skilled artistry team via livestreamed content.

“Whether we’re interacting in-person, online or via our virtual store within the metaverse, we wish to bring a one-of-a-kind experience to our customers. We’re creating the subsequent generation of immersive experiences in a continued blurring of the lines between the physical and the virtual,” said Corinne Suchy, chief technology and growth officer of Charlotte Tilbury Beauty.

Neha Singh, founder and chief executive officer of Obsess, said the tech enables the brand to create its own custom metaverse on the Charlotte Tilbury site, where each the environment and shoppers’ avatars reflect the brand’s aesthetic and enhance the general customer experience.”