Laneige Embraces Virtual Stores to Showcase New Collection — Retail Bum

Laneige is going virtual to present its latest collection in collaboration with experiential commerce company Obsess.

The brand’s newly launched virtual store allows customers to explore skincare collections on a cloud, underwater, or carousel. One of the rooms, called Laneige Lab, allows customers to delve deeper into the ingredients used in the brand’s skincare products.

Julien Bouzitat, the chief marketing officer of Laneige’s parent company, AmorePacific U.S., said the virtual stores are designed to serve as an impactful customer engagement tool as it immerses shoppers in the brand’s distinctive scientific expertise and digital content.

Additionally, the virtual store assists customers in selecting the ideal product to address their specific skincare requirements, including popular offerings like the Water Sleeping Mask and Lip Sleeping Mask.

To build additional hype, Laneige has collaborated with actress and spokesperson Sydney Sweeney, who is prominently featured in one of the virtual store’s rooms. The room showcases exclusive videos and photos featuring Sweeney in association with the brand.

Through the experience, visitors can engage with interactive features such as a skincare quiz and receive personalized…