Clinique continues to champion digital retail and brings in-store experience to the Metaverse

Clinique is once again championing the Metaverse with a global digital retail concept, bringing its in-store experience to consumers via a new virtual world. 

The Clinique Lab brings the brand's in-store retail experience to the virtual world, where consumers can discover, interact, play, learn and shop in a photorealistic 3D environment.

As part of this, users can create a custom avatar and explore the virtual world through six unique environments, including product storytelling, gamification, personalised engagement with consultants, unique offers and immersive on-site shopping.

The digital retail concept follows Clinique's previous makeup NFT campaign to address the lack of representation in the Metaverse and build a more inclusive digital beauty world. The "Metaverse More Like Us" campaign was created last year with a diverse group of global makeup artists and creators, including Tess Daly, Sheika Daley and Emira D’Spain.

To debut The Clinique Lab, the brand is spotlighting its bestselling Moisture Surge 100H Auto-Replenishing Hydrator and new 'Protect Your Glow'. Consumers can also browse and purchase a range of hero products in the virtual shop, with exclusive offers available.

Michelle Freyre, Global Brand President of Clinique and Origins, said: "Inspiration for The Clinique Lab stemmed from the success of our newly renovated brick-and-mortar retail Labs in Shenzhen and New York City, which fuses personalised diagnostics with immersive shopping.

"The Clinique Lab serves as a digitalised expansion to retail marketing. The launch of our new online retail concept now provides customised skincare solutions attainable to consumers globally. The digital Clinique Lab integrates best-in-class consumer experiences with accessible retail."