Laura Mercier has recruited experiential e-commerce company Obsess for its all-new virtual store, dubbed ‘World of Beauty.’ The store will feature three virtual rooms for customers to browse cosmetics, purchase products, and do 3D unboxings. To celebrate the launch of ‘World of Beauty,’ Laura Mercier will host a live stream shopping event with Karen Gonzalez on Dec 13, 2022.
As more brands begin to prioritize creating exciting virtual events and experiences, Laura Mercier hopes to capitalize on this growing trend in the retail and e-commerce space. Recently, Lacoste built a virtual store for its seasonal products that gamifies the shopping experience.
"This is an exciting time for our consumers to explore Laura Mercier through a new, digitalized lens that offers an immersion into the brand and its history," Diane Kim, global brand president of Laura Mercier, said in a statement. "The dynamic shopping experience provides consumers with the opportunity to play, discover, test and trial products while telling the rich story of this iconic brand."
Virtual Beauty-Focused Stores
Laura Mercier Debuts the Virtual ‘World of Beauty’ Store
Trend Themes
1. Virtual Beauty Stores - Creating immersive digital experiences in the beauty industry presents an opportunity to engage consumers on a new level and stand out from the competition.
2. Live Stream Shopping Events - Hosting virtual events that allow customers to shop in real-time with influencers or brand ambassadors can create a sense of community and excitement around new product launches.
3. Gamified Shopping Experiences - Incorporating elements of gaming into the digital shopping experience can increase engagement and interactivity, leading to higher sales and brand loyalty.
Industry Implications
1. Beauty and Cosmetics - Virtual beauty stores and live stream shopping events offer disruptive innovation opportunities for companies in the beauty and cosmetics industry to enhance their digital presence and customer engagement.
2. E-commerce - Gamified shopping experiences and virtual stores have potential to revolutionize the e-commerce industry by providing customers with exciting and immersive shopping experiences.
3. Marketing and Advertising - The trend of creating virtual experiences and events presents new opportunities for marketers and advertisers to showcase products and engage with consumers in innovative ways.