Clinique, a renowned skincare and cosmetics brand, has taken a bold step into the digital world by launching The Clinique Lab, an immersive virtual retail experience that combines elements of gaming, education, and personalization. This innovative platform allows customers to create custom avatars and explore six different environments where they can purchase products, consult with Clinique experts, and learn about the company's history and product formulas.
The Clinique Lab was first launched in Europe, the Middle East, and Africa, and became available in the U.S. later. This virtual storefront builds upon Clinique's in-store lab concept, which debuted at Macy's Herald Square in New York City in July last year. The physical Clinique Lab offers customers access to the brand's diagnostics tool, Clinique Clinical Reality, which uses facial scanning software to analyze skin and provide personalized product recommendations.
In the virtual Clinique Lab, users can explore various zones, including a museum showcasing the brand's history and a skin school offering video tutorials and interactive diagnostics with customized skincare solutions provided by consultants in real-time. The platform also features gamification elements, such as collecting bubbles to win sample-sized editions of focus products, catering to the target Gen-Z demographic.
Clinique's venture into the metaverse goes beyond just creating a virtual shopping experience. In October 2021, the company launched its first digital collectible through a limited-edition non-fungible token (NFT) and unveiled its first NFT campaign, "Metaverse More Like Us," in June. This campaign aimed to bring underrepresented beauty into the metaverse by collaborating with makeup artists and creators to develop diverse looks across various skin tones, face shapes, and hairstyles.
The Clinique Lab is designed to be mobile-first, ensuring a seamless and immersive experience for users who prefer browsing on their smartphones. As the brand continues to explore the potential of web3 technology, it aims to apply it in meaningful ways that add value to the retail experience while staying true to its heritage and engaging younger consumers.
As more brands venture into creating virtual environments to attract customers, the success of Clinique's virtual storefront will help shape the future of retail experiences in the metaverse. However, experts predict that achieving seamless interoperability between different virtual environments and digital possessions may still be a decade away.
