A New Way to Shop Skincare
Laneige, the trailblazing Korean beauty brand celebrated globally for its pioneering water science technology and cult-favorite skincare products like the Lip Sleeping Mask, continues to push the boundaries of innovation. First launched in early 2023, the Laneige Virtual World is a dreamy 360 cloudscape, which enables shoppers to explore Laneige’s products and brand story in a fully immersive context.
The virtual store features a variety of rooms, each dedicated to a different Laneige product line. Shoppers can interact with products in multiple ways, from viewing them in 3D to learning about their ingredients and applications through interactive media and tutorials. This immersive setup offers a unique and engaging way to explore Laneige’s offerings while deepening the customer’s connection with the brand.
Notable Features
The Laneige Virtual World uses a combination of custom and out-of-the box features from the Obsess virtual store platform, including:
Guided Navigation
Consumers can click through the store map of this cotton candy-colored virtual experience to discover Laneige skincare products for everyday use, and uncover exclusive media content.
Gamification
The store features a scavenger hunt style game, which encourages users to click through multiple rooms and view points in order to find a friendly face of the brand, Walter, after which, they are rewarded with a gift.
Photorealism and 360 Video
From the subtle waves of water, to the 360-degree motion of a Lip Sleeping Mask carousel — the Laneige virtual store is punctuated with animations and 360-degree videos that make digital shopping akin to an IRL experience.
Seamless Add To Cart
Obsess integrated with the brand’s e-commerce platform, Shopify, so that shoppers can easily add products to cart and purchase them without having to leave the virtual world.
Marketing Campaign Content
Videos from actress and Laneige campaign ambassador Sydney Sweeney can be found lining the walls of the experience with her own personal testimonials of the products—a treat for fans turned Laneige evangelists.
Seasonal Updates
Since its launch, the Laneige Virtual World has continuously evolved to reflect the brand’s seasonal offerings and new product releases. For Holiday 2023, the virtual store was updated with festive elements, introducing limited-edition collections, new flavors of the iconic Lip Sleeping Mask, and a revamped scavenger hunt game.
In early 2024, the experience was further enhanced with a redesign of key sections like Waterbank World and Sleeping Mask Slumberland, along with the introduction of new features. These updates included a personalized product recommendation quiz, “Find the Moisturizer for Your Skin Type,” which helps users discover their perfect match and shop it instantly. Additionally, a matching game invites users to pair Laneige products, rewarding them with a prize while boosting product knowledge and brand recall. With these continuous updates, Laneige ensures that both new and returning customers always have something fresh and exciting to explore.
The Ultimate Customer Engagement Tool
The Laneige Virtual World marries a cult-favorite beauty brand’s whimsical heritage with technological innovation. The result? An always-on brand storytelling channel — designed to increase time spent, interactions and brand loyalty above all else.
“The virtual store is a powerful customer engagement tool that will allow shoppers to dive into Laneige’s unique scientific expertise and entertaining digital content, while also helping them select the right product for their skin needs,” said Julien Bouzitat, Chief Marketing Officer of parent company AmorePacific U.S.
Read more about how Obsess helps beauty brands deepen connections with consumers through virtual stores here: https://obsessar.com/virtual-beauty-stores/.
To learn more about Obsess-powered virtual experiences, email us at contact@obsessvr.com or book a demo.
