Charlotte Tilbury | Charlotte's Magic Mirror

01. Challenge - 'Design The Future of How to Shop for Makeup'

As the largest independent beauty provider, Charlotte Tilbury has built her name across a diverse audience in the beauty industry, always striving to make “EVERY WOMAN the most BEAUTIFUL VERSION OF THEMSELVES”.

In an effort to enchant Charlotte Tilbury’s customers, Holition was invited to look into the in-store consumer experience for inspiration about how to create a retail installation that would help with three key pain points, surfaced when purchasing beauty products in-store: 1) Choice paralysis, 2) Lack of try-before-you-buy incentives and 3) hygiene concerns. So, we ideated ‘Charlotte’s Magic Mirror’.

02. Solution - A Theatrical Experience Based on Practicality

‘Charlotte’s Magic Mirror’ is the world’s first augmented reality magic mirror that enables users to instantly try on 10 of Charlotte Tilbury’s infamous makeup looks virtually, eliminating the hassle of applying removing makeup, time,
and expertise. The mirror aimed to not only tackle makeup try-on logistics, but also increase dwell time and number of interactions in the store.

Equipped with a selfie and share function, plus an algorithmic recommendation tool to find you the perfect look, Charlotte's Magic Mirror is much more than your average makeup tool.