Cosmetics Brand Laura Mercier Explores ‘The Beauty Of The Metaverse’ - AdExchanger

Augmented and virtual world are a earthy acceptable for quality brands.

There are lone truthful galore lipstick colors idiosyncratic tin illustration astatine a carnal constitution antagonistic earlier their lips get raw. But with virtual try-on (VTO) technology, there’s nary limit.

Orveon Global, the genitor institution of quality brands bareMinerals, Laura Mercier and Buxom, has VTO tech integrated crossed its websites.

“Beauty has been the frontrunner successful the integer space, due to the fact that … this is simply a mode to acquisition things,” said Salima Popatia, Orveon Global’s main integer officer.

The quality class has had to germinate successful effect to predominant disruptions and caller technologies, said Popatia, who joined Orveon successful August aft much than 7 years astatine Estée Lauder.

One of Popatia’s archetypal projects has been to assistance usher Laura Mercier into the metaverse. In December, the marque launched a virtual store called World of Beauty successful concern with ecommerce level Obsess.

“The quality of the metaverse is that it’s wherever a pistillate tin instrumentality connected galore much identities and beryllium whoever she wants to be,” Popatia said. “There’s a batch much to travel connected what this means for brands.”

Popatia spoke with AdExchanger.

AdExchanger: Can you locomotion maine done the virtual store experience?

SALIMA POPATIA: There are 3 antithetic rooms that person a precise Parisian feel. You spot yourself going done the Eiffel Tower and arsenic you participate the store, you’re immersed. You perceive Laura Mercier herself narrating and introducing you to her brand.

The acquisition includes recently launched and besides iconic products. There’s a small spot of gamification wherever you tin unlock prizes.

Why is the metaverse a increasing abstraction for quality brands?

That’s wherever our user is. So, however bash we conscionable her wherever she is successful a precise authentic mode for the brand?

Take me. I thin to beryllium antithetic people. At home, I’m a mother, a wife, a daughter, a sister, but astatine work, I’m an executive. When I spell retired with my friends, I similar to deliberation that we’re successful a partying, azygous benignant of mindset. And it’s comic due to the fact that my constitution oregon my look oregon my property changes truthful overmuch successful each 1 of those environments.

That is what the metaverse is. It is allowing you to beryllium your authentic self, but whoever you privation to be, and that is empowering.

What volition the virtual store look similar going forward?

There volition beryllium much iterations, and we’re successful the process of updating it again. We’re continuing to get insights and figuring retired what consumers similar truthful we tin larn and accommodate the room.

We’re looking to replicate the immersive acquisition you tin person successful a boutique wrong a virtual lawsuit erstwhile our collections launch.

How are you defining occurrence successful the metaverse and what tin you measure?

Our measurement of occurrence is however overmuch we’re capable to thrust community. How tin we usage our ain properties to substance these kinds of initiatives and wherever is the overlap betwixt idiosyncratic who’s engaging with america versus idiosyncratic who’s buying from us?

We’re not looking astatine beardown KPIs oregon trying to thrust sales. We’re truly looking astatine this arsenic a mode to astonishment our consumers and get them excited astir the brand.

Is determination immoderate involvement successful connecting with consumers done gaming platforms similar Roblox oregon Minecraft?

Nothing’s disconnected the table. We’ve seen a batch of quality brands bash things with Roblox. While I don’t spot Laura Mercier partnering with a Roblox, determination could beryllium imaginable successful the future.

Do you spot quality education, similar tutorials oregon accusation sharing, becoming a portion of the metaverse?

We’ve conscionable scratched the aboveground connected the metaverse. The experiences that are going to hap and what is going to proceed to germinate are truthful beyond what I tin adjacent deliberation about.

But media is becoming a conversion oregon commerce tool. Consider the trends: TikTok and Facebook integrating buying into the societal media experience, the maturation of online shopping, virtual shopping and adjacent shopping events, similar live shopping connected Facebook, Instagram, Amazon and TikTok. The metaverse serves arsenic a cleanable level to enactment this.

I’m funny to spot wherever it goes and wherever consumers instrumentality it. Their involvement is what volition pb us.

This interrogation has been edited and condensed.