Clinique Launches Virtual Storefront
Estee Lauder Companies’ Clinique has unveiled an interactive and gamified virtual storefront.
“The Clinique Lab” is a photorealistic 3D environment replicating the brand’s Clinique Counter brick-and-mortar experience, according to a media release. The lab invites both brand loyalists and new consumers to discover, interact, play, learn and shop from wherever they are.
Clinique says the idea behind the experience was to create something heavily immersive. Users can experience a “sensorial universe” that showcases the brand, products and ingredient stories, per the release. Users can also create a custom avatar and explore the space through six unique environments, including product storytelling, gamification, personalized engagement with Clinique Consultants, unique offers and immersive on-site shopping.
"Inspiration for The Clinique Lab stemmed from the success of our newly renovated brick-and-mortar retail Labs in Shenzhen, China, and New York City, which fuses personalized diagnostics with immersive shopping,” Michelle Freyre, global brand president Clinique and origins, said in the release.
The lab also encourages users to research product ingredients, formulation, benefits and application techniques. Consumers can browse and purchase hero products including the Moisture Surge 100H auto-replenishing hydrator directly in the virtual shop, as well as other brand favorites. Users can earn exclusive offer codes by completing simple tasks like collecting Clinique bubbles.
The virtual experience serves as a “digitized expansion to retail marketing,” and provides customized skincare solutions available to consumers globally, Freyre added. “The digital Clinique Lab integrates best-in-class consumer experiences with accessible retail."
To draw attention to launch of Clinique Lab, the brand is spotlighting a top performing product, the Moisture Surge 100H, and its new “Protect Your Glow” campaign within the virtual experience. The effort highlights how Moisture Surge helps skin rebound from daily dehydrators, such as pollution, blue light and extreme weather. The campaign is brought to life within the Clinique Lab via interactive elements and storytelling.
Clinique tapped software company Journee to build the digital shopping experience, which officially launched on March 27, and is available to the general public via online and mobile devices.