THE WHAT? Lancôme has announced the launch of its first Advanced Génifique #LiveYourStrength virtual flagship store, exclusive to Singapore.
THE DETAILS The virtual online store will run from 28th August to 20 September, 2020, and is said to give consumers an immersive 3D virtual shopping experience.
Taking to a press release, the L’Oréal-owned brand said the store, “marries retail-tainment in the online environment, and provides a virtual space to bring the store up close to users at the comfort of their homes. It promises to take visitors on a riveting journey through five different unique zones to uncover the secrets of the Lancôme Advanced Génifique while encouraging them to discover their inner strength, and their skin’s inner strength.
Split into ‘zones’, consumers can engage in experimental activities such as personality tests, virtual skin consultations, and enter a space to share personal stories to empower women. There will also be livestream sessions that will feature celebrities, as well as a virtual shop.
THE WHY? Lancôme’s new virtual store caters to both the ongoing consumer thirst for digital experiences, as well as the continued popularity of heritage brands.
While the serum was launched 11 years ago, the virtual immersive experience is a first for the brand.