The French cosmetic brand Laura Mercier just dropped its debut metaverse shopping experience.
The web-based virtual reality (VR) and augmented reality (AR) experience comes in HD-quality and is an immersive 3D and 360 degree experience. To build the mini-virtual world, Laura Mercier partnered with the Obsess metaverse platform.
The shopping experience includes three interactive rooms decked out in Parisian-aesthetics and a narration from founder Laura Mercier about her story and the history of the brand. Here’s what we know about the three rooms:
- Room one. This virtual experience educates visitors about Laura Mercier’s “Flawless Face” technique of applying cosmetics.
- Room two. The room will contain a curated display of products with a direct path to check-out.
- Room three. The final room showcases the holiday collection titled “Wrapped with Love.“ It will contain an “interactive 3D unboxing” and gamified experiences with product-giveaways.
Laura Mercier and its brand partner Karen Gonzalez will also host a livestream shopping event on December 6th, 2022, at 6:30 pm EST.
Obsess is a Web3 platform that creates worlds and virtual stores for brands on Roblox and Oculus. It helps companies reach a new generation of consumers by building interactive e-commerce platform. It has worked with Tommy Hilfiger, Christian Dior, Ralph Lauren, and many other brands.
Laura Mercier Cosmetics was founded by French makeup artist Laura Mercier in 1996. It was acquired by Orveon in 2022.
Cosmetic Brands Moving Towards the Metaverse
Laura Mercier isn’t the only cosmetic brands that’s been investing in the metaverse this year. At Rarity Sniper, we’ve covered several cosmetic companies building in Web3. Here are the top stories.
In March, 2022, Fenty Beauty, owned by pop star Rihanna, filed a series of trademarks for Web3 and the metaverse. The trademarks were for “virtual downloadable” goods related to cosmetics, including digital skincare preparations, perfumes, and make-up.
Next, L’Oréal’s makeup brand NYX launched an NFT avatar collection in The Sandbox metaverse. The 8,430 NYX NFT avatars have 36 different skin colors and highlight dozens of ethnic, cultural, and gender identities.
And most recently, L’Oréal partnered with avatar-building company Ready Player Me to release five hair looks and five make-up looks that can be used in 4,000 virtual worlds. A spokesman for the company said the future of beauty will be physical, digital, and virtual.
The metaverse allows cosmetic brands to experiment with beauty in new ways, link digital and physical products, and test new products in virtual worlds before their physical release. So it’s no surprise more brands are getting on board the Web3 bandwagon. We’ll have to wait to see if the new metaverse experience from Laura Mercier is popular with fans. But regardless, we wouldn’t be surprised if more beauty brands take a similar path.