Makeup and skincare brand Laura Mercier teams with Obsess as its steps into the metaverse

Laura Mercier has partnered with Obsess to launch its debut virtual store, World of Beauty.

"This is an exciting time for our consumers to explore Laura Mercier through a new, digitalised lens, that offers an immersion into the brand and its history,” says Diane Kim, Global Brand President at Laura Mercier.

“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.”

Tapping web VR and AR as the enabling technologies, the HD quality, 3D and 360 degrees experience features three interactive virtual rooms, all designed with the brand's Parisian aesthetic in mind.

The store is unveiled to shoppers with a narrative from Laura Mercier herself, sharing background on her artistry and how the brand came to be.

The first room offers an introduction to her Flawless Face technique, taking shoppers through the steps and products to achieve the look, alongside a virtual shade finder.

The second room is a shopping shortcut; here the brand guides consumers to curated selections of products with a direct path to check-out.

The final portion of the experience brings the Laura Mercier holiday collection Wrapped with Love to life and showcases an interactive 3D unboxing.

The platform also offers an interactive hide and seek game providing users with gamified elements to encourage trial via mini product giveaways and ultimately lead to purchasing.

"We are thrilled to partner with Laura Mercier to launch an immersive virtual beauty experience that gives consumers a delightful new way to discover, learn about and be inspired by the brand's iconic products and aesthetic," says Neha Singh, Founder and CEO at Obsess. 

"Visitors can do everything from virtually trying on products to find the shades that are their own personal 'perfect match' to discovering great gift ideas for everyone on their list in the interactive holiday gifting room."

2022 RTIH Innovation Awards

Obsess has been shortlisted in the Global Technology Vendor of the Year category at the 2022 RTIH Innovation Awards.

Lily AI, Loop, Mason, Nsign.tv, Scanbot, ShipStation, and SWIPEBY are also in the running for this award.

The winner will be revealed at an exclusive event in central London on Tuesday, 6th December.

RTIH Editor, Scott Thompson, says: “Innovation and technology play a critical role in the success of the retail sector, so it is great to recognise standout examples through our awards.”

“Thanks to all those who have entered the 2022 event. We received a record number of submissions and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.”

“I’m now looking forward to announcing the winners at our central London event in December.”