Dermalogica Opens VR Shop to Promote New Lineups

The US-based Beauty Giant Plans to Use VR to Expand Customer Access to Its Digital Services

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VR Beauty
Virtual RealityInsights

Published: July 21, 2021

Demond Cureton

US cosmetics firm Dermalogica launched a virtual reality (VR) eCommerce store in early July to showcase its product lineup and boost its position in the industry, Glossy reported this week.

The store features an avatar of Dr Angela Murphy, Vice-President of Technology and Innovation at Dermalogica, virtually speaking on the firm’s Smart Response Serum unveiled in June.

Dermalogica’s VR platform will highlight upcoming products on August 19, with further lineups rotating over the coming year, reports added.

The Carson, California-based company will also add a Face Mapping tool to provide skin analysis for customers as well as educational videos for its services and additional products.

Kenna Wynne-Jones, Associat Director of Brand Marketing at Dermalogica, said:

“It’s now easier than ever for people to access education from the comfort of their home. It’s accessible to anyone, anywhere. [But because] there are so many places where consumers are receiving education, [Dermalogica is trying to] establish ourselves on these platforms to try and transform our education in new, fun and immersive ways”

The news comes amid the firm’s efforts to promote several key digital services, including a livestream shopping platform and live chat with cosmetic specialists. The company, founded in 1986 and bought out by Unilever in 2015, also reported increasingly “strong growth” in late April.

Wynne-Jones added the firm had called the virtual experience the ‘Future of Skin Care’ as it hoped people could gain a “better understanding of what Dermalogica is all about”, including its commitment to “education and our trusted skin therapists”.

Neha Singh, Chief Executive Officer of Obsess, the virtual experience eCommerce firm who created the new storefront, added the VR experience would be a natural step in the meteoric rise of eCommerce, which earned the firm a 400 percent increase in inquiries for its VR software.

He said the beauty industry had seen an “acceleration” of eCommerce platforms in the last year, leading to “newer formats of online shopping”, adding:

“Over the course of the year, as a brand has new product launches or different seasons, they can evolve their virtual flagship store just as they would evolve their physical retail store, but with much more capability to expand it or change it”

The news comes as global firms have begun competing for the development of VR marketing campaigns for local companies hit by the ongoing pandemic.

Tomas Garl, cofounder of VR Pixel, said in June COVID-19 lockdown restrictions had spiked demand for firms seeking VR solutions, citing a 300 percent spike in engagement via 3D virtual tours compared to 2D content.

According to a 28-page Facebook report, virtual and augmented reality (VR/AR) technologies were set for rapid development over the next few years, creating significant opportunities for eCommerce firms.

Igloo Vision, an immersive spaces firm, raised £2 million from investors to expand the reach of its VR solutions for global companies seeking 360-degree shared space solutions.

 

 

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