Skincare brand Laneige has launched its first immersive virtual store, powered by experiential e-commerce platform Obsess—making it the latest beauty brand to enter the metaverse.
 
The virtual store features animation, 360-degree video functionality, gamification and seamless checkout. The layout consists of five rooms that are each custom designed around specific Laneige products and video content.

‘A Powerful Customer Engagement Tool’

“We’re so excited to bring Laneige to our online customers in an immersive and unique way with the help of Obsess,” said Julien Bouzitat, CMO of Amorepacific US, Laneige’s corporate parent company. “The virtual store is a powerful customer engagement tool that will allow shoppers to dive into Laneige’s unique scientific expertise and entertaining digital content, while also helping them select the right product for their skin needs, including our bestselling Water Sleeping Mask and Lip Sleeping Mask.”

Virtual Rooms and More

The virtual store will enable visitors to explore interactive rooms featuring Laneige’s skincare collections, ranging from an Underwater World for its Water Bank Blue Hyaluronic Collection to a floating cloud Dreamland for the Sleeping Mask Category and a Carousel Candyland for its number one lip treatments.
 
In the Laneige Lab, they can get to know the ingredients behind the brand’s innovative and highly effective skincare. Throughout the store, visitors will also be able to experience custom content with actress and Laneige spokesperson Sydney Sweeney, including in the “On Set with Sydney” room, which features exclusive behind-the-scenes video from Sweeney’s photo shoots with the brand.
 
In addition to exploring the virtual rooms, visitors will be able to participate in a skincare quiz for custom product recommendations and a scavenger hunt to win two free products with purchase.

Virtual Stores Scale Rapidly

“Virtual stores are scaling rapidly in both brand and consumer adoption, and data from the 85 million+ user interactions that have happened on the Obsess platform proves that these interactive stores increase customer engagement and purchase behavior,” said Neha Singh, founder and CEO of Obsess. "We are thrilled to partner with Laneige on this immersive e-commerce store, which brings 3D shopping to a new generation of consumers who have grown up with gaming."
 
Laneige is only the latest beauty brand to launch a virtual store as interest in immersive e-commerce experiences grows. In March, Living Proof launched a virtual store in partnership with ByondXR. More recently, Elizabeth Arden launched its first immersive virtual store experience, also created in partnership with Obsess.