UK health and beauty retailer Boots is broadening its online presence. The company has announced that its online virtual world 'Second Life' will now offer consumers a chance to draw on professional advice to help make over their graphical representations of themselves, using its best selling No7 brand.
Capitalising on a growing trend amongst leading beauty players, Boots is targeting the lucrative online consumer with the interactive option on the Second Life website which offers industry advice from No7's creative director, Lisa Eldridge.
Eldridge explains how she is pushing the Christmas look in time for the profitable festive period: “The look I've created this season is perfect for making a big entrance. Jewell like colours, luminous powder and inky-black mascara give a bold, ultra-glamorous look that'll take you from party to party”.
Consumers will be able to dress their 'avatars' (the virtual models of themselves) with new Boots No7 products that will be made available for their online figures from October 2007 to 2008. All proceeds from the sale of its virtual products will be donated to Breast Cancer Care.
Skin care manufacturer Simple is also attempting to conquer the virtual world with its specialist online forum, Simply City.