Category
Lifestyle
Festive Fusions
Trend cluster
Category
Virtual
Lab
Virtual innovation labs let consumers test and design products remotely.
5.4
Trend score
Trend
What is the Virtual Lab trend?
Virtual Lab: Pre-pandemic, brands in a range of industries experimented with innovation labs where they could display and test their most innovative products and ideas with consumers. Now, they're doing the same but virtually--as retailers remain restricted with how they curate in-store experiences.
Insight
The consumer insight behind the Virtual Lab trend
Consumers have had to turn to the online sphere more than ever before in the past year, and brands have quickly become just as innovative virtually as they have been in their in-store experiences in the past. To be engaged online, consumers expect that brands offer them everything from cost accessibility to convenience and customization.
Trend themes
Themes within the Virtual Lab trend
Three behaviours holding the trend together01
Virtual Innovation Labs
Pre-pandemic, brands in a range of industries experimented with innovation labs, now, they're doing the same but virtually, offering consumers cost accessibility, convenience, and customization.
02
Virtual Sampling Experiences
As cosmetic sampling experiences, in-store try-ons and launch events are changing, building out interactive universes like Skin School x Clinique Laboratories offer brands unique marketing opportunities without ever having to leave the consumer's home.
03
Immersive Digital Spaces
With industries like fashion hit hard by social distancing guidelines, creating innovative and immersive digital solutions like LKM Lab's virtual runway environments provide unique experiences that are exclusive to virtual shows.
Industry implications
What the Virtual Lab trend means for industry
Where the trend changes the playbookFor
Retail
With retailers restricted in their ability to curate in-store experiences, digital solutions like virtual labs and necklace layering labs offer consumers unique experiences without having to leave the home.
For
Beauty
Virtual beauty labs, like Skin School x Clinique Laboratories, provide consumers with a unique way to try out the latest beauty products from the comfort of their couch.
For
Education
Home cooking platforms such as YesChef and virtual innovation labs provide opportunities to learn from world-renowned chefs, take part in live chats and discover new cultural cuisines.
Workshop question
How could your brand create distinct virtual experiences for customers?
Trend signals
Trend signals for Virtual Lab
Trend score 5.4 out of 10, from popularity 77%, activity 74%, freshness 10%.
Popularity77%
Activity74%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Virtual Lab trend
7 featured examples from Dec 11, 2019 to Jun 7, 2021CategoryFashion
Immersive Hair Experiences
The 185 GHD House Lets Guests Explore a Virtual 3D Environment
Companies in the beauty and fashion industries can use immersive virtual experiences to create engaging customer experiences and showcase new products.
CategoryFashion
Virtual Beauty Labs
Skin School x Clinique Laboratories Provides an Immersive Experience
Virtual beauty labs and product experiences can add a new dimension to the beauty industry and offer innovative ways of engaging with consumers.
CategoryBusiness
Virtual Lipstick Labs
Lip Lab At Home Helps People Create Custom Lipsticks with an Expert
The beauty industry can leverage virtual platforms to offer customized experiences and reach a wider audience of beauty enthusiasts.
CategoryFashion
Necklace Layering Labs
Missoma's Layering Lab Combines Beauty and Technology
The jewelry industry can leverage virtual try-on technology to enhance the online shopping experience and increase customer engagement.
CategoryTech
Virtual Runway Design Labs
LKM Lab Designs Environments for Virtual Runways and More
The fashion industry can leverage virtual runway shows to adapt to social distancing measures and offer innovative brand experiences.
CategoryLifestyle
Home Cooking Platforms
YesChef Teaches the Art of Home Cooking from the Convenience of Home
Disruptive innovation opportunity: Develop a specialized e-learning platform that offers a wide range of culinary courses taught by expert chefs.
CategoryLifestyle
Kid-Friendly Cooking Platforms
Campbell's Kids in the Kitchen Inspires Bonding Over Food
Disruptive innovation opportunity: Explore new product offerings and experiences that cater to family cooking and bonding.
