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Final month, skincare model Laneige introduced it partnered with New York-based experiential e-commerce platform Obsess to launch its first digital retailer. The immersive digital expertise options unique content material, together with 360-degree video performance, gamification, behind-the-scenes content material with actress and model spokesperson Sydney Sweeney, seamless checkout, and details about the model’s latest product launch – the Water Financial institution Blue Hyaluronic Assortment.
Whereas Laneige isn’t the primary magnificence care model to launch a digital retailer expertise, the model’s distinctive surrealist method will enable shoppers to discover 5 completely different ‘dream-like’ rooms the place they will work together with numerous Laneige skincare collections, full a skincare quiz to match with best-fit merchandise, and even take part in a scavenger hunt to win two free merchandise with buy. To study extra concerning the partnership between Laneige and Obsess, the event and launch of the digital retailer, and plans for additional growth of the digital retailer, we spoke with Julien Bouzitat, CMO of AmorePacific US, Laneige’s company mother or father firm, for his insights.
Digital retailer idea & design course of
When the Laneige crew conceptualized its digital retailer expertise, the aim was to assist the model “create direct connection and interactions with our shoppers, participating them in our model story telling or scientific experience in essentially the most immersive means with out the standard limitations inherent to working with a retail accomplice,” shared Bouzitat. Moreover, the shop launch allowed the model to “accumulate first-party information at a time the place paid media efficiency is more difficult given the ever-evolving digital rules,” which is exceptionally useful when seeking to meet client wants higher.
To carry this idea to life, Laneige partnered with Obsess to assist make the crew’s imaginative and prescient a actuality. Concerning the partnership expertise, Bouzitat stated that “working with Obsess was extraordinarily seamless.” Additional, he added, “we chosen Obsess over different companions as a result of high quality of their 3D renderings, and we had been really stunned at how briskly their artistic crew was in a position to carry to life this 3D digital world.”
As detailed within the firm’s press launch asserting the digital retailer launch, the immersive expertise consists of rooms like “an Underwater World for its Water Financial institution Blue Hyaluronic Assortment to a floating cloud Dreamland for the Sleeping Masks Class and a Carousel Candyland for its primary lip therapies,” all of which deviate from the concrete actuality of an in-person retailer.
When approaching the design, “a lot of the Digital Shops we’ve got seen are inclined to recreate an precise constructing or bodily retailer very near the fact,” stated Bouzitat. Due to this fact, when designing the Laneige expertise, “we took the precise reverse method, the place we needed to create a surreal, dream-like expertise the place there isn’t a gravity or bodily limitations.”
Along with being an ethereal digital expertise for customers, the design is sensible and user-friendly. For instance, defined Bouzitat, “from a practical perspective, the combination of a number of Tik Tok behind-the-scenes video in a single seamless room was a brand new digital innovation, permitting to carry our guests to actually be On Set with Sydney Sweeney, our model spokesperson.” As detailed within the firm’s press launch, the shop additionally gives “the Laneige Lab, the place customers can get to know the components behind the model’s revolutionary and extremely efficient skincare.”
Additional plans for digital innovation
Because the launch is a comparatively new growth for the model, it would take a while adequately gauge the buyer response to the experiential alternatives afforded by the Laneige digital retailer. Stated Bouzitat, “we’re monitoring the launch and the viewers interplay and are planning to proceed so as to add experiences or replace the prevailing ones to mirror our calendar of recent launches or seasonal providing” primarily based on client engagement.
Nevertheless, there are plans for additional innovation and growth of the digital house, together with the discharge of an extra digital room “to function our most up-to-date launch with Cream Pores and skin Toner,” he added.
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