Laura Mercier introduces the “World of Beauty” metaverse store featuring web VR and AR technology

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In Brief

French beauty brand Laura Mercier enters the metaverse with an interactive virtual store “World of Beauty.”

To create the new shopping experience, Laura Mercier partnered with the e-commerce creator Obsess.

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Luxury makeup brand Laura Mercier has stepped into the metaverse with the virtual store “World of Beauty.” To make the metaverse venture happen, Laura Mercier Cosmetics partnered with the e-commerce platform, Obsess.

“World of Beauty” is Laura Mercier’s first metaverse presence. The virtual store offers an interactive and immersive shopping experience with the help of web VR and AR technologies. It has three virtual rooms inspired by the Parisian interior style.

The store offers a narrative by Laura Mercier, sharing her background and the history of her brand. In the first room, visitors are introduced to Mercier’s “Flawless Face” technique and then go through steps and products to complete the makeup look. Customers can also use the virtual shade finder to discover the best foundation color for their skin tone.

The second room guides visitors to curated sections of products and leads shoppers directly to the checkout. Finally, the last experience introduces the Laura Mercier holiday collection “Wrapped with Love” and displays an interactive 3D unboxing.

The CEO of Obsess, Neha Singh, told Metaverse Post that the collaboration is all about giving Laura Mercier consumers an unforgettable experience that celebrates the brand’s iconic heritage:

“We’ve included a number of immersive features in the store—including a product scavenger hunt, and a quiz to help shoppers uncover their perfect LM look. We’re already seeing strong completion rates from the quiz—and great engagement rates in the store overall.”

Singh told MPost.

“Obsess virtual stores are truly ideal for beauty brands. Our platform enables virtual product try-ons, personalized color recommendations, and native video integrations for makeup demos. We’re excited to continue to partner with Laura Mercier and the best brands in beauty on this next generation of beauty commerce,” Singh spoke about the potential of virtual stores.

You can experience Laura Mercier’s “World of Beauty” here. On December 6, 2022, at 3:30 p.m. PST / 6:30 p.m. EST, Obsess, Laura Mercier, and the brand’s partner, Karen Gonzalez, will host a live-stream shopping event.

Obsess has opened virtual stores and other metaverse experiences for Olaplex, Ralph Lauren, Fendi, Lee, Charlotte Tilbury, Nars, and other well-known global brands.


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Agne Cimermanaite

Agne is a journalist and writer with a background in literature, culture, and arts. She entered the Web3 space in 2021 and began writing about cryptocurrency and NFTs. Agne is passionate about technology and storytelling and is always on the lookout for exciting stories.

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