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Laneige brings its cult-favourite skincare to the metaverse

Chloe Burney
26 May 2023

Korean skincare brand Laneige is continuing its expansion, this time in the metaverse with its first-ever immersive digital store.

The skincare company, renowned for its best-selling lip sleeping mask, created the online platform in collaboration with Obsess, a metaverse shopping platform builder.

The platform will present five digital rooms that are decked out with animations, 360-degree video, gamified features and an integrated checkout. Each room focuses on specific skincare concerns and their matching collections. One room, for example, immerses users in an underwater world to showcase Laneige's Water Bank Blue Hyaluronic Collection.

Customers can engage with the brand by learning about the ingredients used in Laneige products during an interactive educational lab-themed room. The Euphoria actress Sydney Sweeney, who’s a spokesperson for the brand, will also share exclusive content in the "On Set with Sydney" room.


Julien Bouzitat, CMO of Laneige’s parent company AmorePacific US, commented: "The virtual store is a powerful customer engagement tool that will allow shoppers to dive into Laneige’s unique scientific expertise and entertaining digital content, while also helping them select the right product for their skin needs, including our bestselling Water Sleeping Mask and Lip Sleeping Mask."

This comes as more and more brands dive into the digital realm. Obsess has built metaverse shopping platforms for Ralph Lauren, Tommy Hilfiger and Charlotte Tilbury to name a few.

This month alone has seen two major game players in the beauty industry create interactive platforms in the metaverse. The first is Urban Decay, which is supporting the next generation of beauty creators in the metaverse by releasing 18 virtual makeup looks in Roblox, an immersive platform where upward of 65 million users connect daily.

Cosmetics brand NYX Professional Beauty followed with the launch of its ‘Game Out Loud’ anti-bullying campaign, advocating for the LGBTQIA+ community in the metaverse.

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