EXCLUSIVE: Laneige to Launch First Digital Retailer With Obsess

Fashionable luxurious Ok-beauty model Laneige is about to launch its first immersive digital retailer, because of its partnership with experiential commerce agency Obsess, firm representatives informed WWD.

The hydration skincare firm is ready to announce the launch someday on Tuesday. One draft of the discharge seen by WWD highlights options equivalent to unique behind-the-scenes content material with actress Sydney Sweeney, in addition to the brand new Water Financial institution Blue Hyaluronic assortment.

By way of the surroundings, customers can count on to see a five-room format decked out with animations, 360-degree video, gamified options and built-in checkout. The shop’s themed multiroom setup permits the model to deal with particular skincare collections.

“The digital retailer is a strong buyer engagement software that can enable customers to dive into Laneige’s distinctive scientific experience and entertaining digital content material, whereas additionally serving to them choose the suitable product for his or her pores and skin wants, together with our bestselling Water Sleeping Masks and Lip Sleeping Masks,” Julien Bouzitat, chief advertising officer of Laneige dad or mum firm AmorePacific US, is quoted as saying.

One room designed as an underwater world was designed to showcase its Water Financial institution Blue Hyaluronic Assortment, whereas one other, titled “Dreamland,” is solid as a floating cloud to highlight the sleeping masks class. “Carousel Candyland” is themed for its number-one lip remedies. The Laneige Lab informs friends about substances, and the “On Set with Sydney” room options actress Sydney Sweeney, with unique behind-the-scenes video from the Laneige spokesperson’s photograph shoots for the model.

Guests can wander the rooms and look at content material, take a skincare quiz for customized product suggestions or go on a scavenger hunt to attain free merchandise with buy.

The pattern of digital storefronts — visually oriented, immersive on-line retailers constructed on augmented, digital or mixed-reality platforms — preceded the once-hot, however now waning metaverse pattern, although it benefited from the metaverse hype. The final two years noticed an accelerated push for 360-degree buying experiences, and Obsess has been among the many retail tech companies on the coronary heart of growth, working with model companions equivalent to Charlotte Tilbury, Fendi, Christian Dior, Vacheron + Constantine, Mytheresa and extra.

“Digital shops are scaling quickly in each model and client adoption, and information from the 85 million+ person interactions which have occurred on the Obsess platform proves that these interactive shops improve buyer engagement and buy conduct,” defined Neha Singh, founder and chief government officer at Obsess.

“We’re thrilled to accomplice with Laneige on this immersive e-commerce retailer, which brings 3D buying to a brand new era of customers who’ve grown up with gaming.”