For Holiday 2022, Laura Mercier has made its color cosmetics debut into the Metaverse. Founded by global makeup artist Laura Mercier, the Orveon-owned beauty company has partnered with industry-leading experiential e-commerce platform Obsess to launch its first virtual store, World of Beauty.
According to the company, the World of Laura Mercier is the first step for the brand to enter a virtually experiential e-commerce presence, offering an immersive and interactive online shopping experience.
As part of its patented technology, the Obsess platform has industry-leading virtual shopping abilities including social shopping with friends and livestream to and from the virtual store. To capitalize on the Obsess technological advances and sustain engagement in the virtual world, Laura Mercier and brand partner, influencer Karen Gonzalez of @iluvsarahii, will host a livestream shopping event on Dec. 6.
Laura Mercier World of Beauty
Utilizing web VR and AR as the enabling technologies, the HD-quality, 3D and 360-degree experience that is The World of Beauty features three highly interactive virtual rooms, all designed with the brand’s quintessential Parisian aesthetic in mind, said Laura Mercier. This virtual 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 accredited “Flawless Face” technique, taking shoppers through the steps and products to achieve the iconic 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.
To experience Laura Mercier’s World of Beauty, visit: https://www.lauramercier.com/worldofbeauty.html
