Rituals is offering consumers the opportunity to virtually visit a hammam in Morocco while in-store.
Available until 9 July in London and Belfast, the beauty brand has partnered with VR Owl and Jam Jam Marketing to create the virtual reality experience.
Shoppers will be able to watch a video of the hammam while receiving a hand massage, aiming to immerse them in the travel destination.
“This is the first time for both Rituals and for a lifestyle brand to utilise this incredible VR technology within retail stores,” Penny Grivea, MD of Rituals Cosmetics UK & Ireland, told Cosmetics Business.
“We are very proud to be the first beauty brand offering a unique virtual reality experience, including scents and treatment in our stores.”
The in-store event is to relaunch the brand’s recently reformulated and repackaged the Ritual of Hammam Collection.
Rituals hopes the video will educate customers about the traditions of the Moroccan spa.
“We travelled to Marrakesh to find the most authentic Hammam that perfectly matched the authenticity we were looking for,” Grivea said.
“With the video we wanted to explain the full Hammam ritual, with the five steps in the movie to make it easily translatable for consumers to do this at home themselves and create an in-home spa.”