As Beauty Brands Shutter Stores In China, Can The Metaverse Offer A Second Chance?
Enter the Metropolis of Rhythm, Maybelline’s metaverse debut on Tmall. Launched forward of Alibaba’s Double 11 competition, the limited-time digital universe contains 4 areas that showcase 4 signature choices of the L’Oréal-owned cosmetics label. In this immersive atmosphere, customers are capable of strive on make-up, obtain magnificence suggestions from digital livestreamers, play video games, and revel in music from spokesmodels, Okay-pop group ITZY.
The transfer marks one other step within the model’s digital transformation. In July, the New York-based cosmetics agency confirmed that it’s going to shut 14 freestanding physical stores throughout the nation, citing a need to “adapt to the changes in the market and consumer demand.” Merchandise will nonetheless be bought by way of multibrand drugstores resembling Watsons, in addition to on-line flagships on Tmall and JD.com.
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