French luxury skin care brand Lancome has pioneered its presence in the emerging beauty tech realm, with the launch of its first immersive 3D retail experience – a ‘virtual flagship pop-up‘ – down under.
The virtual flagship store is divided into six different zones (below) and includes a dedicated section which educates guests on the skin’s microbiome.
· Zone 1: Microbiome Science
· Zone 2: Skin Diagnosis
· Zone 3: Live Streaming
· Zone 4: Voices of Genifique
· Zone 5: Shop
· Zone 6: Game
By harnessing virtual reality, users can interact with the brand’s products in a more immersive manner within the comfort of their home.
The experience offers a deep dive into the science of products such as Lancome’s renowned Advanced Genifique, in a format that merges beauty with technology and engineering.
Before purchasing a bottle of Lancome’s Advanced Genifique, visitors can receive real time skin consultations from the company’s beauty advisors within the skin diagnosis zone of the virtual flagship pop-up.
A testimonial zone also offers access to a suite of personal stories from over 100 local users who have used its products, allowing visitors to assess its suitability for their concerns.
A selection of curated international and local personalities (e.g. Robogals founder, Marita Cheng, entrepreneur Natasha Oakley, and tech/engineering lecturer Dr Jillian Kenny), will also be invited to participate in livestreams across; skincare, health and wellbeing plus other beauty trends.
Lancome’s first virtual flagship pop-up launched in Australia on Thursday February 11, and will run for two weeks. It comes as the brand continues to propel its beauty tech push globally, and follows a debut in Singapore six months prior.
It’ll be interesting to see how the market responds, and when similar innovations will become commonplace – heightened by physical in-store restrictions post the COVID19 pandemic.