A direct-to-consumer skincare brand expands its online presence into the Metaverse.

Laneige launches its first immersive virtual store powered by the Metaverse commerce platform Obsess. The virtual store features animations, 360-degree video capabilities, gamification, and seamless checkout.

The store’s layout consists of five virtual rooms, each individually tailored to specific Laneige products and video content. Content in the interactive rooms includes an underwater world, a floating cloud dreamland and a carousel candy land.

The store also has an interactive laboratory where customers can learn more about the ingredients in Laneige products. Bespoke content featuring actress and company spokesperson Sydney Sweeney includes an “On Set with Sydney” room featuring exclusive behind-the-scenes videos from Sweeney’s photo shoots with the brand.

In addition to exploring the virtual rooms, visitors can take a skincare quiz to receive customized product recommendations and participate in a scavenger hunt where they can win two free products with purchase.

“We are excited to bring Laneige to our online consumers in a comprehensive and unique way through Obsess,” said Julien Bouzitat, chief marketing officer of AmorePacific US, Laneige’s parent company. “The virtual store is a powerful customer engagement tool that allows shoppers to immerse themselves At the same time, Laneige’s unique scientific expertise and entertaining digital content help them choose the right product for their skin needs.”

“Virtual stores are growing rapidly for both brands and consumers, and data from the more than 85 million user interactions that have taken place on the Obsess platform shows that these interactive stores increase customer loyalty and buying behavior,” said Neha Singh, Founder and CEO of Obsess. “We are very excited to be collaborating with Laneige on this immersive ecommerce store that offers 3D Bringing shopping to a new generation of consumers who grew up playing games.”

Metaverse attracts cosmetic brands

Other cosmetics brands have turned to the metaverse as a direct-to-consumer advertising and commerce channel. Elizabeth Arden recently partnered with Obsess to launch a fully purchasable Metaverse Experience Offerings include interactive content as well as gallery-style art that customers can “dive into” to immerse themselves in the historical scenes depicted in the artwork and photos.

Clinique, an Estee Lauder company, has launched a digital shopping experience titled “Clinique Laboratory” in April 2023. The virtual storefront, powered by Metaverse-as-a-Service platform company Journee, features a virtual Clinique counter where customers can create a customized avatar and explore six unique zones.

Laura Mercier opened in December 2022 world of beauty, its first virtual experience-centric e-commerce presence. In collaboration with Obsess, Laura Mercier uses web-based virtual reality (VR) and augmented reality (AR) to deliver a 3D and 360 degree metaverse experience in HD quality.

Charlotte Tilbury is also working with Obsess to reach customers directly through the Metaverse. The retailer initially started the digitized version of a brick-and-mortar store using Obsess technology on its e-commerce website in November 2020. A year later, the company released introduced A The 3D Virtual Shop with Friends solution allows customers to invite others to a virtual store experience by clicking a button and emailing or texting friends and family a link to the virtual store.