On the back of a flurry of virtual retail launches, Clinique has introduced its version of the digital shopping world with its new Skin School x Clinique Laboratories metaverse.
Described as a ‘holistic’ touchpoint, the computer-generated space hosts videos from Clinique experts, virtual skin classes and takes visitors behind the scenes of Clinique’s beauty products.
In terms of product discovery, the ‘experiential trip’ opens the virtual doors to the world of Clinique’s new Even Better Clinical Serum Foundation.
Here, customers can access three rooms that highlight the sku’s technologies, ingredients and shades, and engage with augmented reality and AI at the helm of the experience.
“The digital experience integrates sensorial and artistic cues to deliver an immersive and engaging brand experience,” said Clinique in a press statement shared with Cosmetics Business.
Clinique’s new foundation is available to customers in North America, via cliniquelaboratories.com, and is expected to roll-out in the UK and other markets later this year.
Gearing up for ‘phygital’
Analysis:
By Becky Bargh
Senior News and Social Media Reporter
Digital shopping experiences have been on the rise since the Covid-19 pandemic shut beauty shops off to consumers.
And in an industry where physical touchpoints are crucial, the next best thing for brands has been the ‘phygital’ experience.
BareMinerals introduced its ‘Virtual Villa’ with Hailey Bieber, Rihanna’s Fenty Skin hosted a virtual house party, while others have concentrated on upping their virtual video and online chat consultations.
But are they here to stay?
These new digital experiences promise to better inform the consumer with tailored content, videos and AI – giving more than the average in-store shop could begin to throw at their customers.
And with information online nurturing a population of ‘pro-sumers’, these new digital spaces could be another thorn in the side for bricks-and-mortar.
