Pure Beauty

Dr. Barbara Sturm to open spa-inspired, 3D virtual store

By Julia Wray | Published: 23-Nov-2022

The metaverse store promises to offer a high-touch, luxury service where customers can interact with products

Dr. Barbara Sturm is launching an interactive, virtual skin care shopping experience.

The 3D virtual store, which opens on 1 December, offers customers a spa-like environment, broken down into four different ‘rooms’.

These include a main hall; anti-ageing lab; a next-gen microbiotic room; and an anti-inflammatory area, which offers direct access to a tropical beach. 

Customers will be able to purchase Dr. Sturm products directly from the metaverse store while learning about the brand’s new innovations and discovering exclusive content.

The virtual Spa & Boutique can also be personalised to suit each customer’s needs, offering them tailored solutions and advice.

The space was created by Emperia, which specialises in developing virtual stores for the retail, fashion and art sectors.

<i>An anti-inflammatory zone offers direct access to a tropical beach</i>

An anti-inflammatory zone offers direct access to a tropical beach

“My goal is for everybody to have the complete Sturm experience, no matter where they are,” commented Sturm.

“While our bricks and mortar Spa & Boutiques will always serve as permanent places of skincare discovery, treatments and education, this beautiful virtual space with Emperia offers a new and exciting way in which clients can interact with us.”

Metaverse store opening bonanza

Dr. Sturm is the most recent in a slew of brands to offer a virtual store experience, something that proved a marketing success for make-up and skin care brand Charlotte Tilbury last Christmas.

For the 2021 festive season, Charlotte Tilbury opened a store in the metaverse, called Charlotte’s Virtual Beauty Gifting Wonderland.

Other beauty brands that have notably offered metaverse retail experiences in recent years include NARS, Clinique with Skin School x Clinique Laboratories and Too Faced’s Maison Too Faced.

Most recently, last month saw French department store chain Printemps open its first metaverse retail outlet, mimicking an atrium located within the luxury retailer’s Haussmann store in Paris.

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