Clinique Lab: An All-Immersive Metaverse Experience

Clinique is taking its brand to the metaverse with the launch of Clinique Lab, an immersive and multi-sensory gamified experience that combines retail with edutainment. The experience was created by web3 outfit Journee, which has worked with clients such as H&M and BMW on virtual showroom and metaverse experiences.

Clinique Lab invites users to create custom avatars and explore different zones, including a museum spotlighting the brand's history and a skin school offering video tutorials and interactive diagnostics with customized skincare solutions defined by consultants in real-time. The experience focuses on Clinique's hero product Moisture Surge, with ingredients and formulas showcased alongside the effect of environmental factors on the skin. Users can also shop featured products and check out via Clinique's regular e-commerce channel.

The experience includes elements of gamification, where participants can collect bubbles to win sample size editions of focus products, which is targeted towards the Gen-Z demographic. However, Clinique Lab is not just mobile-optimized but mobile-first, making it more immersive and efficient for users to navigate between zones.

Clinique's SVP global creative director, Elizabeth Nolan, highlights one of the biggest challenges for a heritage brand: how to talk about where the brand comes from without alienating younger consumers. The history play highlights Clinique as the first brand to talk about the impact of birth control on the skin and how the brand was an early adopter of computerized skin diagnostics in its department store locations.

Clinique Lab is another vehicle for marketing and communication, complementing Clinique's e-commerce channel and helping to elevate it, according to Clinique's VP of e-commerce, Emmanuel Rousson. Consumer reaction to the new Clinique Lab virtual concept will determine the next steps, with potential use for seasonal campaigns.

Clinique is celebrating the beauty of all skin everywhere by partnering with Daz 3D on its mission to make the metaverse more inclusive. Daz 3D has a groundbreaking collection of 8,888 female and non-binary profile picture avatars, which inspires self-expression in any universe. Clinique has also asked three trailblazing makeup artists to create out-of-this-world looks for the metaverse, which users can now make their own.

Clinique Lab will launch on March 27 and will be accessible via Clinique.com