Laura Mercier, a French and American cosmetics and skincare brand created in 1996 by famous makeup artist Laura Mercier, has made its metaverse debut.
The brand recently unveiled its first Web3 initiative, the “World of Beauty,” a virtual store where customers can experience the brand in a whole new way.
The virtual store includes three rooms: the first, “Laura’s Flawless Face,” has a range of face cosmetics such as foundations, powders, and more, while the second contains eyes, lips, and cheeks makeup products.
The third, “Holiday Gifting,” includes holiday-themed packaging and products, as well as a gamified hunt experience in which customers can win free mini-products.
In addition to virtually exploring products, customers can click on them and a pop-up window will display, allowing them to add to the cart and finally buy the product straight from there.
“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,” said Diane Kim, global brand president of Laura Mercier.
In addition to this digital experience, Laura Mercier and its brand partner Karen Gonzalez will host a Livestream shopping event on December 6, 2022, at 3:30 p.m. PST / 6:30 p.m. EST.
This is not the first time a beauty brand has entered Web3. Dior Beauty recently partnered with Emperia to launch a holiday-themed virtual store. Last month, L’Oréal collaborated with Ready Player Me last month to develop a collection of gaming-inspired hair and makeup looks.
