Pure Beauty

Clinique enters the metaverse with immersive virtual Clinique Lab

By Austyn King | 29-Mar-2023

Inspired by the ELC-owned brand’s bricks-and-mortar stores, the digital retail concept allows consumers to explore the brand, product and ingredients via interactive storytelling

Clinique has unveiled its virtual Clinique Lab, a new digital retail concept aiming to bring the brand’s retail experience to shoppers from anywhere in the world.

Accessible via website and mobile, users can create an avatar to explore the Estée Lauder Companies-owned (ELC) brand’s virtual storefront, including shopping, interaction with Clinique consultants, and product details.

Clinique has prioritised its hero products for the concept, such as its Moisture Surge 100H Auto-Replenishing Hydrator, highlighting the products’ benefits via interactive elements and explorative storytelling, according to the brand.

Consumers can research product ingredients, formulation, benefits and application technique, as well as exclusive offers.

Clinique said the digital storefront was inspired by the success of its bricks-and-mortar Labs in China and the US, which combine immersive shopping with personalised advice.

“The Clinique Lab serves as a digitalised expansion to retail marketing,” said Michelle Freyre, Clinique’s Global Brand President.

"The launch of our new online retail concept now provides customised skin care solutions attainable to consumers globally. 

“The digital Clinique Lab integrates best-in-class consumer experiences with accessible retail."


Read more: The beauty brands exploring new digital horizons



This is not Clinique’s first foray into the metaverse and Web3 space.

The brand initially launched its Skin School x Clinique Laboratories metaverse in 2021, featuring videos from Clinique experts, virtual skin classes and product exploration.

Clinique has also been active in the NFT space, becoming the first ELC brand to launch an NFT in the same year.

Last year, the brand’s Metaverse More Like Us campaign saw Clinique team up with NFT creator Daz 3D to create virtual make-up looks for female and non-binary avatars with diverse skin tones, in an effort to make the metaverse more inclusive.

Customers can visit the Clinique Lab now via desktop and mobile web at clinique.com/virtual-lab.

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