Clinique opens metaverse storefront
Another cosmetics brand is setting up shop in the metaverse.
Clinique, an Estee Lauder company, is unveiling a digital shopping experience called “Clinique Lab.” Accessible online via laptop or smartphone, with no headset required, the Clinique Lab virtual storefront infrastructure is a photorealistic 3D environment provided by Journee, a metaverse-as-a-service platform company.
The storefront offers a virtual Clinique counter where customers can create a customized avatar and explore six unique zones including product stories, gamification, personalized interaction with Clinique associates, unique offers, and immersive on-site shopping.
The digital shopping experience, built on Journee’s Web3 metaverse-as-a-service platform, combines, live-rendered, gamified, mass-multiplayer 3D functionality with of e-commerce. Customers will be able to learn about product ingredients, formulations, benefits and application techniques on their phone, tablet or computer. Consumers can browse and buy products directly from the virtual store with exclusive offers.
“Unlike our retail stores, the Clinique Virtual Lab is an open world with no physical borders, offering endless possibilities in terms of design and storytelling. We wanted to take our Clinique brand to a new dimension on a platform that encourages experimentation and creative freedom,” said Charmi Panchal, executive director of Clinique Global e-Commerce. “Journee is the perfect partner to help us leverage the potential of the platform and create an experience that creatively expresses our dermatological roots. Together have created this experience that we hope will inspire our customers.”
“Just like Clinique, Journee stands for creating and implementing innovation, not just pursuing it,” said Thomas Johann Lorenz, co-founder and CEO of Journee. “With the new immersive brand experience, Clinique and Journee are global leaders in digital e-commerce, combining the best of product merchandising and customer experience. We look forward to pushing the boundaries of innovation and technology and setting new standards in e-commerce for Clinique."
Metaverse attracts cosmetics brands
Other cosmetics brands have turned to the metaverse as a direct-to-consumer promotional and commercial channel. In December 2022, Laura Mercier opened World of Beauty, its first virtually experiential e-commerce presence. Working with metaverse platform Obsess, Laura Mercier is utilizing web-based virtual reality (VR) and augmented reality (AR) to offer an HD-quality, 3D and 360-degree metaverse experience.
Charlotte Tilbury also works with Obsess to directly reach out to customers via the metaverse. etailer initially launched the digitalized version of a brick-and-mortar store, leveraging Obsess technology, on its e-commerce site in November 2020. A year later, the company launched a virtual 3D Shop with Friends solution, enabling customers to opt to invite others to join them for a virtual store experience by clicking a button and sending friends and family a link to the virtual store by email or text.
Charlotte Tilbury also now offers metaverse shoppers branded avatars that can be personalized across all of a shopper’s characteristics, including skin tone, facial features, body shape, clothing and makeup.