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Clinique, the cosmetics brand owned by ELC (the Estée Lauder Companies), is offering a new immersive experience in the metaverse. Inspired by physical stores, this Web.3 insertion allows consumers to discover all the brand’s secrets and more.
Clinique Lab virtual, a kind of retail 3.0 concept, allows shoppers to benefit from this technology regardless of their location in the world.
“The Clinique Lab serves as a digital extension of retail marketing,” said Michelle Freyre, global president of the Clinique brand.
The metaverse can be difficult to access. But this time, you don’t have to own a Virtual Reality headset to enjoy this web.3. Clinique Lab is hosted both on the brand’s website and on mobile. Once you enter this pixelated world, you simply create an avatar – a “digital other you” – to explore the brand’s virtual storefront, interact with Clinique consultants, view product details, and even make purchases.
This new Clinique experience also traces its history via a narrative story, while providing information on flagship products and the latest trends. The Clinique Lab also provides a skin diagnostic tool, while bringing personalized skincare regimens across six different environments.
“Our vision was inspired by the magic of the lab-from the ingredients to our products-as well as our dermatological roots and skin care heritage. For this experience, we consciously pushed for a futuristic abstraction of our brand’s core tenants: innovative ingredients, effective formulas and dermatological expertise,” Kay Hsu, Clinique Global Creative’s vice president, digital brand, told BeautyMatter.
From real to metaverse
Clinique’s virtual space is directly inspired by various physical stores like the one in Shenzhen and New York. This pastel and aquatic-inspired universe, like a sort of Atlantis, houses bubbles that visitors can collect to win product samples and floating Clinique logos.
For the team, this digital development concept was a rewarding and liberating exercise: “Unlike our commercial footprint, the virtual lab is an open world with no physical boundaries, which allowed for endless possibilities in terms of design and storytelling. We wanted to push our Clinique brand codes to new extremes on a platform conducive to experimentation and creative freedom,” says Charmi Panchal, executive director of Clinique Global E-commerce.
The space, filled with pixels and avatars, was imagined in collaboration with Journee, which has collaborated with other brands such as H&M and BMW, to provide advanced and stylish solutions to brands in the metaverse.
Gen Z targeted
The metaverse is no stranger to Clinique. The brand launched its Skin School x Clinique Laboratories virtual world in 2021 as well as NFTs that same year. In 2022, it launched another wave of NFTs, allowing for virtual makeup on female and non-binary avatars, with the goal of making the metaverse more inclusive.
A strategy that aims primarily at Generation Z, to reach a new target, by generating interest. To better connect with this target, these spaces were created with a format adapted to phones, to which millennials are attached like a mussel to its rock!
For traditional brands like Clinique, these virtual spaces help bring an update, a modernity to their engagement opportunities: “It’s about staying true to our brand DNA, while being open to new ways of telling our brand and product stories that are relevant to the times and the audience,” Charmi Panchal points out.
According to a study by marketing data firm GWI, consumers are prioritizing online shopping, and more and more want to buy in the metaverse.
For Clinique customers, starting this month, they will be able to explore this parallel world as they see fit, while making the purchases they want.
Read also >Yves Saint Laurent : launch of the new NFT collection ” YSL Beauty Night Masters”
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Clinique, the cosmetics brand owned by ELC (the Estée Lauder Companies), is offering a new immersive experience in the metaverse. Inspired by physical stores, this Web.3 insertion allows consumers to discover all the brand’s secrets and more.
Clinique Lab virtual, a kind of retail 3.0 concept, allows shoppers to benefit from this technology regardless of their location in the world.
“The Clinique Lab serves as a digital extension of retail marketing,” said Michelle Freyre, global president of the Clinique brand.
The metaverse can be difficult to access. But this time, you don’t have to own a Virtual Reality headset to enjoy this web.3. Clinique Lab is hosted both on the brand’s website and on mobile. Once you enter this pixelated world, you simply create an avatar – a “digital other you” – to explore the brand’s virtual storefront, interact with Clinique consultants, view product details, and even make purchases.
This new Clinique experience also traces its history via a narrative story, while providing information on flagship products and the latest trends. The Clinique Lab also provides a skin diagnostic tool, while bringing personalized skincare regimens across six different environments.
“Our vision was inspired by the magic of the lab-from the ingredients to our products-as well as our dermatological roots and skin care heritage. For this experience, we consciously pushed for a futuristic abstraction of our brand’s core tenants: innovative ingredients, effective formulas and dermatological expertise,” Kay Hsu, Clinique Global Creative’s vice president, digital brand, told BeautyMatter.
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Clinique, the cosmetics brand owned by ELC (the Estée Lauder Companies), is offering a new immersive experience in the metaverse. Inspired by physical stores, this Web.3 insertion allows consumers to discover all the brand’s secrets and more.
Clinique Lab virtual, a kind of retail 3.0 concept, allows shoppers to benefit from this technology regardless of their location in the world.
“The Clinique Lab serves as a digital extension of retail marketing,” said Michelle Freyre, global president of the Clinique brand.
The metaverse can be difficult to access. But this time, you don’t have to own a Virtual Reality headset to enjoy this web.3. Clinique Lab is hosted both on the brand’s website and on mobile. Once you enter this pixelated world, you simply create an avatar – a “digital other you” – to explore the brand’s virtual storefront, interact with Clinique consultants, view product details, and even make purchases.
This new Clinique experience also traces its history via a narrative story, while providing information on flagship products and the latest trends. The Clinique Lab also provides a skin diagnostic tool, while bringing personalized skincare regimens across six different environments.
“Our vision was inspired by the magic of the lab-from the ingredients to our products-as well as our dermatological roots and skin care heritage. For this experience, we consciously pushed for a futuristic abstraction of our brand’s core tenants: innovative ingredients, effective formulas and dermatological expertise,” Kay Hsu, Clinique Global Creative’s vice president, digital brand, told BeautyMatter.
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