French cosmetics brand Laura Mercier has launched a new virtual reality shopping app for Apple Vision Pro users.
The beauty brand has adopted virtual and augmented reality as a solution to enhance personalization, following a rising trend of immersive shopping experiences.
The company aims to elevate the shopping experience with a catalog of beauty products to browse, exclusive tutorials, and an interactive 3D unboxing experience.
Apple Vision Pro users will have the option to choose a New York boutique or Parisian atelier and have access to a content hub with high-fidelity shopping videos.
Neha Singh, founder of Obsess and chief innovation officer for Infinite Reality, said: “The Laura Mercier app for Apple Vision Pro highlights Infinite Reality’s aim to transform flat 2D digital retail grids into immersive experiences that are engaging, dynamic and visually stunning.
“Our expertise in creating highly visual, discovery-driven 3D experiences on our platform enables brands to craft more compelling customer journeys across all devices, including mobile, desktop, and headsets.
“This interactive 3D unboxing feature highlights how brands can transform traditional e-commerce touchpoints into interactive, personalized experiences that drive both emotional connection and business results.”
In December 2022, the cosmetics giant launched World of Beauty, an experiential-focused ecommerce platform. A 360-degree metaverse experience was built by blending web-based virtual reality and augmented reality design.
Virtual reality and the metaverse are increasingly shaping the cosmetics industry, as global companies such as e.l.f Beauty, Charlotte Tilbury, and Estée Lauder continue to use virtual reality in their campaigns.
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