Skip to main content

Dior’s Online Beauty Boutique Goes 3-D

The new e-commerce site looks like the brand’s Champs-Élysées store and allows viewers to wander and shop.

Dior has gone 3-D with a new virtual beauty boutique, which looks like its shop on Paris’ Avenue des Champs-Élysées and allows viewers to wander around, learn about products and make purchases.

Located online at, the shop was launched in mid-February, syncing perchance with the start of the coronavirus crisis in France.

The boutique will be changed six times per year, with different animations and products highlighted. For spring, the shop is now festooned with flowers.

Visitors start at the store’s streetside door and can virtually enter by clicking on an arrow. Once inside, it’s possible to move closer to either the central merchandise unit of perfumes or the fragrances display on the left. People can also check out gift boxes, bath and body products elsewhere and the video display in the back. That currently highlights the Château de La Colle Noire, once Christian Dior’s home, in the South of France.

Related Galleries

By clicking on small circles, it’s possible to find out information about specific products and order them. Clicking on small arrows allows viewers to see video clips about items, placing them in specific atmospheres.

See More: Beauty Retail Teams Are Becoming Virtual Consultants

“It is an excellent idea for brands to service consumers with e-initiatives, making the dream continue in spite of these difficult times,” said Leïla Rochet Podvin, chief executive officer and founder of Cosmetics Inspiration and Creation trends and consulting agency.

Charles Bianchi, an independent consultant in the digital and retail space, believes the current COVID-19 crisis will accelerate the evolution of e-shop’s experiential component.

He described the next-generation of online seller as “emulating the physical experience — as much as possible — that you can have in the store.”

Bianchi believes that might include using holograms and specialized customer service, among other elements.

Read more from WWD: 

5 Beauty Brands Launching Amid the Coronavirus Pandemic

How Long Will the COVID-19 Shutdown Last?

Salesfloor Talks Retailers’ ‘Secret Weapon’ Against COVID-19

WATCH: Is Meitu China’s Answer to Instagram?