V-Commerce | What Clinique and Journee have achieved with their Clinique Lab Metaverse: Lead generation and customer retention

Clinique is a renowned, internationally known brand for skincare, cosmetics, and fragrances. It was founded in 1968 and is part of the Estée Lauder group 💼.

Over the years, the brand has earned a reputation for offering high-quality products based on scientific research 🔬 that address the needs and challenges of different skin types.

Allergy tested and 100% fragrance-free 🚫🌺

Clinique was one of the first brands to test its products for allergies 🤧 and to avoid using perfumes. This was an evolutionary approach in the cosmetics industry, as many products at the time contained perfume, which could cause allergies or irritation in some people.

Dermatologically developed 👩‍⚕️

Clinique products are developed in collaboration with dermatologists to ensure they are safe and effective for the skin.

3-phase system 🧼🧽🧴

Clinique is particularly known for its 3-phase skincare system, which is based on an individual skincare routine.

The 3-step system focuses on simplicity: cleanse, exfoliate, and moisturize. This system promises radiant skin when used regularly, just like brushing your teeth.

Global presence 🌏🛍️

Clinique products are sold worldwide in many countries and are available in numerous department stores, boutiques and online 💻.

Wide product portfolio 💅🌸👨

In addition to skincare products, Clinique also offers a wide range of makeup products, fragrances and even some specialized products for men.

In my previous role as CMTO (Chief Marketing Technology Officer) at RAU Cosmetics, I quickly realized how tough the business is in the consumer cosmetics and personal care products industry.

Branding and customer loyalty are expensive, as is SEO (Search Engine Optimization), which has become an extremely costly sales channel, especially in the B2C sector. Competition with SEA (Search Engine Advertising) and social media ads is no less demanding. Even when disregarding the agency fees associated with ad campaigns, in addition to the advertising costs themselves, the ROAS (Return on Advertising Spend) still appears positive. These expenses are often conveniently omitted from statistics to present more appealing figures.

Amidst this hectic market activity, competitors constantly outdo each other with discounts exceeding 25%. Stockpiling becomes unnecessary for consumers, as a new discount offer from a competitor is always just around the corner. Savvy shoppers simply glance at the calendar to see which upcoming event might trigger a discount promotion and plan their purchases accordingly. Faced with intense competition and constant sales pressure, marketing has largely retreated to administration and reaction. Guerrilla marketing has passed its peak, and genuine customer loyalty is virtually nonexistent.

It's hard to say, but marketing is basically dead here 💀.

The same scenario exists in the fitness supplement sector 💪. Customer loyalty, if it's possible at all, is only achievable through speed (availability) and discount promotions. Here too, the market resembles a red shark tank 🦈.

➡️ Before I continue with the topic of Clinique Lab, here is a brief digression to shift the perspective on challenges and solutions towards the metaverse.

Although helplessness is often perceived as negative or undesirable, it can actually be temporarily helpful in certain situations. Despite any helplessness, it is important to take proactive steps to overcome uncertainty, whether through learning, seeking advice, or other means.

Promoting a willingness to learn 🧠

Only when you realize that you don't know or understand something are you often motivated to look for answers, to learn and to educate yourself further.

Fostering creativity 🎨

Perplexity can lead to new approaches and creative solutions, because conventional methods don't work.

Developing humility 🙇

Recognizing one's own limitations and allowing for uncertainty can lead to greater humility. This, in turn, can lead to better interpersonal relationships and cooperation.

Suggestion for reflection 💭

Bewilderment can force a pause or a reflection on one's own approach, values, or beliefs.

Promoting teamwork 🤝

When a person doesn't know what to do next, this can lead to greater cooperation and teamwork, as they turn to others for help or perspectives.

Avoiding hasty decisions ⏳

In situations where acting quickly can be risky, uncertainty can lead to taking more time to gather information and make a more considered decision.

Openness to different perspectives 👀

When you feel uncertain or perplexed, you can become more open to the opinions and views of others, which can lead to a more comprehensive and diverse perspective on a problem.

Personal growth 🌱

Experiencing and overcoming helplessness can strengthen self-confidence and contribute to personal growth.

Metaverse & Extended Reality training, lecture or workshop for augmented, mixed and virtual reality – Xpert.Digital

In today's digital era, technology is evolving at a rapid pace. There are constantly new terms and technologies that need to be understood and mastered. If you're having trouble keeping up with topics like Metaverse, XR technologies, or immersive 3D, you're not alone.

More about it here:

• XR technology Extended Reality training: Looking for a lecture or workshop for augmented, mixed and virtual reality? | Metaverse+

One of the main tasks of business development is to find new markets in order to generate growth.

Instead of frolicking in the crowded and often unprofitable “red ocean” of existing markets, the Blue Ocean Strategy, for example, encourages exploring “blue oceans” of new market opportunities.

🌊 Understanding Blue Oceans

A “blue ocean” is a previously undiscovered or unexplored market that is free from competition. Here, companies can grow and profit without constantly having to deal with competitors.

🔍 Innovative approaches

To find a blue ocean, companies must be innovative. This means creating products or services that are unique and offer real added value.

🛍️ New customer acquisition

The strategy encourages companies to not only focus on their existing customers, but also to reach new customer groups that have not been reached before.

🔗 Blue Ocean Strategy

The Blue Ocean Strategy is a method for developing sustainably profitable business models from the field of strategic management.

More about it here:

• Blue and Red Ocean Strategy

🏪 Triosmarket

The Triosmarket model places a strong emphasis on experimental marketing, which is considered an essential component of so-called S-marketing. In times of digitalization and digital transformation, sales and marketing are becoming increasingly intertwined. This is particularly evident in the omnichannel e-commerce sector. Here, the focus is on seamless integration of the customer experience across various channels, ensuring that customers always receive the same service standard and a consistent brand message, regardless of the communication channel they choose.

In today's digital age, constant change is the only constant. This demands not only speed, flexibility, scalability, and advanced automation solutions. It is no longer enough, as in the past, to simply wait, observe, and react as needed.

➡️ Today's business environment demands proactive and forward-thinking action, experimentation, and decisive action. 🚀

Suitable for:

• Triosmarket is an innovative marketing strategy for online digital and metaverse marketing or SMarketing
• Triosmarket model and key market attributes: speed, automation, flexibility, and scalability

This development also highlights the increasing importance of experimental marketing. A fascinating example of this is the immersion in the metaverse.

➡️ With the “Clinique Lab Metaverse”, Clinique and Journee have impressively demonstrated how this new marketing dimension can be used successfully.

The V-Commerce Metaverse: The Clinique (Virtual) Lab – Image: Journee & Clinique

With the Clinique Lab, Journee developed a metaverse for the American cosmetics manufacturer that offers more than just a presentation of its product range.

“Clinique is our first partner to integrate the webshop into the virtual environment, where customers can buy directly in the experience world,” explains Thomas Lorenz, co-founder of Journee.

Journee creates highly detailed 3D environments that allow customers to embark on personalized explorations of brands' product ranges using their smartphones or computers. Within this virtual shopping environment, customers can move freely and make exciting new discoveries. It's essentially a metaverse for shopping.

This metaverse for Clinique is a metaverse business model for V-commerce.

“It’s a new way to present our brand,” says Emmanuel Rousson, Vice President of E-Commerce at Clinique. He describes it as an adventure and wants to offer every customer a very personal, interactive experience.

Compared to traditional media, the Clinique Virtual Lab achieved outstanding performance results in the first three months thanks to its innovative approach:

➕ 54% conversion rate ⬆️ (lead increase) 📈🚀

➕ 270% Session duration ⬆️ (Customer retention) ⏳🚀

From my own experience, I can confirm that, compared to other XR (Extended Reality) projects with Metaverse-like formats such as Virtual Showrooms or Virtual Fairs, more leads were achieved than with conventional methods.

This makes the reactions of decision-makers regarding metaverse business models and XR technologies all the more surprising.

➡️ When considering the annual expenses for exhibition stands together with personnel costs, the Metaverse concept, especially in the form of a cross-border hybrid trade fair, proves to be significantly more efficient if the focus is more on lead efficiency than on physical market presence.

Metaverse business model tips & the top ten metaverse platforms – Image: Xpert.Digital

More about it here:

• The currently potential business models in the field of XR technologies and metaverse

V-Commerce: Virtual worlds as a new business model – Image: Journee & Clinique

The term “metaverse” is increasingly used in the technology and business world. In the digital age, many companies see the opportunity to expand their offerings through immersive experiences in virtual worlds. One such example is Journee, which has already created virtual worlds for well-known brands like Siemens, BMW, and H&M. With their current project for Clinique, they aim to redefine the online shopping experience.

1. 🌐 Virtual worlds as a new business model

Companies like Journee are leveraging advances in VR and AR technology to create captivating virtual experiences for their customers.

It's not just about presenting a product or service. It's about offering users a profound and personal experience.

2. 🚗 Journee's previous projects

Whether for automotive giant BMW or fashion giant H&M, Journee has proven that they have the know-how and expertise to create tailor-made virtual worlds.

3. 💄 A Metaverse for Clinique

This is not just a simple presentation of Clinique's product range. It is a self-contained little metaverse.

The idea is to make the online purchasing process seamless and immersive. The customer doesn't have to leave the virtual world to complete a purchase.

4. 🛍️ The future of online shopping

When customers can shop in a metaverse without leaving the application, this represents a paradigm shift in online commerce.

Direct integration, as offered by Clinique, will be the next step in the evolution of e-commerce – towards V-commerce.

5. 🤔 Why is this so important?

Creating a seamless shopping experience can lead to higher conversion rates.

It not only offers customers a unique shopping experience, but also saves them time and potential frustration.

6. 🚀 Next steps

It would be interesting to see how other brands follow this trend and develop their own metaverse solutions.

With more advanced technology, these virtual experiences could become even more immersive and realistic.

📣 Similar topics

• 🌐 The new age of e-commerce: Virtual worlds
• 🚗 Journey: Pioneers of Digital Transformation
• 💄 Clinique in the Metaverse: The future of online shopping
• 🛍️ The Evolution of Online Shopping: Beyond Webshops
• 🤔 Why the metaverse is the next big thing
• 🚀 How brands are redefining the shopping experience
• 🌎 The bridge between reality and virtuality
• 📲 Seamless integration: More than just a trend
• 💡 The golden age of immersive marketing
• 🖥️ Technology meets creativity: The revolution in online retail

#️⃣ Hashtags: #Metaverse #VirtualShopping #JourneeInnovation #CliniqueDigital #FutureOfECommerce

Xpert.Digital - Pioneer Business Development

Smart Glasses & KI - XR/AR/VR/MR industry expert

Consumer metaverse or meta -verse in general

If you have any questions, further information and advice, please feel free to contact me at any time.

Konrad Wolfenstein

I would be happy to serve as your personal advisor.

You can contact me by filling out the contact form below or simply call me on +49 89 89 674 804 (Munich) .

I'm looking forward to our joint project.

Xpert.Digital is a hub for industry with a focus on digitalization, mechanical engineering, logistics/intralogistics and photovoltaics.

With our 360° business development solution, we support well-known companies from new business to after sales.

Market intelligence, smarketing, marketing automation, content development, PR, mail campaigns, personalized social media and lead nurturing are part of our digital tools.

You can find out more at: www.xpert.digital - www.xpert.solar - www.xpert.plus