Laneige is going virtual to present its latest collection in collaboration with experiential commerce company Obsess.
The brand’s newly launched virtual store allows customers to explore skincare collections on a cloud, underwater, or carousel. One of the rooms, called Laneige Lab, allows customers to delve deeper into the ingredients used in the brand’s skincare products.
Julien Bouzitat, the chief marketing officer of Laneige’s parent company, AmorePacific U.S., said the virtual stores are designed to serve as an impactful customer engagement tool as it immerses shoppers in the brand’s distinctive scientific expertise and digital content.
Additionally, the virtual store assists customers in selecting the ideal product to address their specific skincare requirements, including popular offerings like the Water Sleeping Mask and Lip Sleeping Mask.
To build additional hype, Laneige has collaborated with actress and spokesperson Sydney Sweeney, who is prominently featured in one of the virtual store’s rooms. The room showcases exclusive videos and photos featuring Sweeney in association with the brand.
Through the experience, visitors can engage with interactive features such as a skincare quiz and receive personalized product recommendations based on their responses. Additionally, a scavenger hunt is available, offering participants the chance to win two free products with a Laneige purchase as a prize.
Neha Singh, the founder and CEO of Obsess, highlighted the data collected by the company, revealing that virtual stores are effective at enhancing customer engagement and influencing purchasing behavior.
The virtual store-building platform has collaborated with renowned brands such as Elizabeth Arden and Laura Mercier, helping them create unique 3D eCommerce spaces. Notably, an increasing number of brands, including Tatcha and Tommy Hilfiger, are embracing virtual stores as a means to unveil their latest products alongside the immersive shopping experience.
Last month, Obsess introduced its self-service store builder called Ava by Obsess. The subscription-based service empowers brands to construct their own virtual stores and customize them with various features.
With Ava by Obsess, brands can effortlessly add products, incorporate branded avatars, include interactive content, and integrate social media elements into their virtual stores. The annual subscription offers brands a convenient and versatile platform to create immersive shopping experiences tailored to their specific needs.
In addition to the virtual store experience, Laneige is actively promoting its latest Water Bank Blue Hyaluronic Collection, which includes a range of products such as cleansers, toners, and other skincare essentials.
Photo credit: Laneige