NARS launches virtual store

NARS announces the launch of their virtual global flagship store, bringing together the immersive world of NARS and revolutionary tech!


A hybrid of an instore and an online shopping experience, the new NARS Cosmetics virtual store is a centralised location for innovative consumer engagement, that will make buying cosmetics easier than ever.

The NARS virtual store answers the consumer need for a new way to shop for cosmetics and adapts the brick-and-mortar feel to the current retail landscape. Shoppers can purchase directly from the virtual flagship, book one-on-one artistry sessions, utilise virtual try-on technology, view artistry tutorials, and get shade matched using Matchmaker, an AR and AI-powered foundation shade finder. Beyond product discovery, shoppers can visit a dedicated area in the store to acquaint themselves with Founder and Creative Director François Nars’ unique vision of beauty and iconic career by virtually flipping through his self-titled photobiography.

The virtual store takes inspiration from NARS’ original stores which fuse together elements of modernity and artistry. The black and white colour scheme echoes the brand’s signature packaging, and the red accents throughout are matched to one of the brand’s most beloved lipstick shades, Jungle Red. “It was a dream come true to open the first NARS boutique in 2011. Today, I am excited that digital technology allows for us to bring the NARS boutique and artistry experience to fans everywhere, even from home. I want the new virtual store to feel as inviting and playful as our boutiques,” said François Nars.  

The NARS virtual store reinforces the brand’s commitment to digital acceleration. “NARS is known for our immersive boutiques across the world, but over the past year, we’ve seen a significant business shift towards ecommerce, and we recognize an opportunity to enhance the consumer experience. The new virtual flagship brings together innovative digital tools and the special NARS world to life, enabling us to engage our consumers in an even more impactful way,” says Barbara Calcagni, NARS President.  

The NARS virtual store launches in the UK on 28th April 2021 at highlighting one of the brand’s most iconic products, Pure Radiant Tinted Moisturizer, now available in 16 shades for all skin types and tones. The virtual store windows and visual merchandising will be updated to celebrate new launches and NARS anticipates launching new and exclusive features throughout the year.

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