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Charlotte Tilbury Launches Kate Moss VR Experience

Tim Maytom

charlotte tilbury 360 kate moss vrGlobal beauty brand Charlotte Tilbury is leveraging virtual reality technology to offer viewers a chance to experience life as one of the world's most famous fashion models, Kate Moss.

Created in conjunction with VR specialists Happy Finish and film director Antoine Wagner, the VR experience is the latest element in an extensive global campaign by Charlotte Tilbury to accompany the launch of its Scent of a Dream fragrance.

The VR experience was created with the Nokia OZO camera, one of the world's first dedicated professional VR cameras, and can be viewed using Samsung Gear or Google Cardboard, or as a 360-degree video experience on Facebook or YouTube.

Charlotte Tilbury has also created branded 'VR pods' which consumers can use to interact with the experience at its Charlotte's Beauty Boudoir location in Covent Garden and the brand's concession in Selfridges. Additional pods are planned for locations around the UK and US later in September.

"The reason I wanted to create this virtual reality experience was to bring to life my scent for every user in a multi-sensory capacity, even the ingredients and how they work," said Charlotte Tilbury. "It isn't unlike an experience of enlightenment."

In the VR experience, Kate Moss acts as a virtual guide as users are transported through outer space. The experience was captured on the same set as a short film that accompanied the perfume's launch, and the campaign also includes shoppable Snapchat opportunities and high impact Facebook adverts.

"To be the creative production agency on this project has been a real honour," said Daniel Cheetham, chief interactive officer at Happy Finish. "Charlotte Tilbury isn't afraid to be pioneering and as a brand it is fast becoming one of the most technologically engaged in the fashion/beauty sector, daring to venture into a brave new world of content by being one of the first to use VR to communicate the brand message."

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