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L’Occitane en Provence has introduced its fourth metaverse store — “Greenhouse” — to showcase its summer fragrances.
Developed in collaboration with Emperia, the virtual space includes three themed areas that reflect the composition of the featured fragrances.
The “Main Hall” displays the brand’s women’s collections, highlighting scents like rose, cherry blossom, and lavender. A woodsy “Men Collection” room presents fragrances such as Cap Cedrat in a forest-like atmosphere. A “Middle East Oasis” also offers a lounge-like setting with local scents, including Ambre and the 86 Scents collection.
Visitors can explore these spaces, learn about each fragrance, and add their favorite products to a virtual cart.
This is the fourth metaverse store L’Occitane has launched with Emperia. The first store debuted in July 2023, allowing users to explore four signature scents: Lavender, Almond, Immortelle, and Shea Butter.
In December, the company opened an Alpine-inspired virtual store for the holiday season, providing an immersive Christmas shopping experience. In February, L’Occitane introduced a third virtual store in honor of the Ramadan season in collaboration with Emperia and artist Bayan Yasien, emphasizing themes of togetherness and self-reflection.
Combining immersive and gamified experiences, virtual stores are creating new opportunities for customers to engage with the brand’s history, heritage, and products. A 2022 survey by Obsess found that 70% of consumers who visited a virtual store made a purchase.
This trend is expected to continue growing. Statista projects that the global metaverse eCommerce market will expand by 37.91% from 2024 to 2030, reaching a market volume of $210.3 billion by 2030.
