Clinique, Living Proof Expand Beautyverse With New Virtual Reality E-Commerce Experiences
“The Clinique Lab is the next generation of digital innovation,” says The Estee Lauder Companies brand of its three-dimensional online dreamscape where users’ customized avatars can learn about the brand, its products and ingredients, unlock exclusive offers, and browse a virtual shop. Unilever’s Living Proof announced the launch of a similar concept this month as beauty’s presence in the metaverse grows.
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The House of NYX Professional Makeup, opening on iHeartMedia’s music and entertainment corner of the Roblox gaming platform, gives gamers a place to sample digital beauty products. Meanwhile, Maybelline New York and L’Oréal Professionnel have created makeup looks and hair styles for use on avatars across more than 4,000 platforms and apps worldwide.
The world’s biggest cosmetics companies are filing trademark applications to compete and protect their brands in the metaverse, an online mirror of the real world that is still largely imaginary but which Facebook, now Meta Platforms, is committed to building in its next chapter.
Living Proof will be first out of the gates with the new AI Haircare Advisor from beauty tech firm Revieve. The digital tool is designed to go beyond modeling hair color and tone effects, leveraging consumer input and selfie to match with hair cleansing, conditioning, and styling products.