V-Commerce | What Clinique and Journee have achieved with their Clinique Lab Metaverse: increase leads and customer loyalty

Clinique is a renowned, internationally known skin care, cosmetics and fragrance brand. It was founded in 1968 and is part of the Estée Lauder Group 💼.

The brand has earned a reputation over the years for providing high quality products based on scientific research 🔬 and taking into account the needs and challenges of different skin types.

Allergy tested and 100% fragrance free 🚫🌺

Clinique was one of the first brands to test their products for allergies 🤧 and not use 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's products were 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 skin care system, which is based on an individual skin care routine.

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

Worldwide presence 🌏🛍️

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

Wide product portfolio 💅🌸👨

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

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

Branding and customer loyalty cause high costs, as does SEO (Search Engine Optimization), which has now developed into an extremely cost-intensive sales channel, especially in the B2C sector. The competition with SEA (Search Engine Advertising) and social ads is in no way inferior. If you ignore the costs of the supporting agency in addition to the advertising costs for the ads in the context of the “constantly ongoing” discount campaigns, the ROAS (Return on Advertising Spend) still appears positive. These expenses are often left out of the statistics in order to present more attractive figures.

In the midst of this hectic market, competitors are constantly outdoing each other with discount offers of over 25%. Buying in advance is no longer necessary for consumers, as there is always a new discount offer from an industry competitor. Smart shoppers just look at the calendar and see what upcoming event might serve as a trigger for discount promotions and plan their purchases accordingly. Given the intense competition 🥊 and constant sales pressure, marketing has largely retreated to administration and reaction. Guerrilla marketing 🦍 has passed its peak and real customer loyalty 💔 is hardly present anymore.

Hard to say, but marketing is actually dead here 💀.

The same scenario exists in the fitness area for supplements 💪. Customer loyalty, if at all, is only possible through speed (delivery) and discount campaigns. Here too, the market resembles a red shark tank 🦈.

➡️ Before I continue with the topic about the Clinique Lab, here is a little digression to shift the perspective on challenges and solutions towards the Metaverse.

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

Promote willingness to learn 🧠

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

Promote creativity 🎨

Perplexity can lead to new ways of thinking and creative solutions because the traditional ways don't work.

Development of humility 🙇

Recognizing your own limitations and allowing for uncertainty can lead to greater humility. This, in turn, can lead to better interpersonal relationships and collaboration.

Encouragement for reflection 💭

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

Promote teamwork 🤝

When one person is stuck, it can lead to greater collaboration and teamwork as they turn to others for help or perspective.

Avoiding hasty decisions ⏳

In situations where quick action can be risky, perplexity can lead to taking more time to gather information and make a more thoughtful decision.

Openness to different perspectives 👀

When one is unsure or at a loss, one can become more open to the opinions and perspectives of others, which can lead to a broader and more diverse perspective on a problem.

Personal growth 🌱

Experiencing and overcoming perplexity 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, e.g. B. the Blue Ocean strategy to explore “blue oceans” of new market opportunities.

🌊 Understanding Blue Oceans

A “blue ocean” is a previously undiscovered or unexplored market that is free of competition. Companies can grow and profit here without constantly having to deal with competitors.

🔍 Innovative approaches

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

🛍️ Acquiring new customers

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

🔗 Blue Ocean Strategy

The Blue Ocean Strategy is a method for developing permanently profitable business models in the area of ​​strategic management.

More about it here:

• Blue and red ocean strategy

🏪 Triosmarket

In the Triosmarket model, the focus is, among other things, on experimental marketing, which is viewed as an essential component of so-called SMarketing. In times of digitalization and digital transformation, sales and marketing are moving ever closer together. This can be observed particularly in the omnichannel area of ​​e-commerce. The focus here is on seamless integration of the customer experience across various channels, which ensures that the customer always experiences the same service standard and a consistent brand message, regardless of the communication channel chosen.

In today's digital era, constant change is the only constant. This not only requires speed, flexibility, scalability and advanced automation solutions. As in times past, it is no longer enough to simply wait, observe and react if necessary.

➡️ Today's business environment requires proactive and forward-looking action, trying and acting. 🚀

Suitable for:

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

This development also illustrates the increasing importance of experimental marketing. An exciting example of this is diving into the Metaverse.

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

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 the product range.

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

Journee creates detailed 3D environments that allow customers to embark on individual exploration journeys through brands' product ranges using their smartphone or computer. In this virtual shopping environment, customers can move freely and make exciting new discoveries. It's like 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 speaks of an adventure and wants to offer every customer a very personal, interactive approach.

Compared to traditional media, the Clinique Virtual Lab achieved excellent performance values ​​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 in comparison to other XR (Extended Reality) projects with Metaverse-like forms such as virtual showrooms or virtual fairs, more leads were achieved than with conventional methods.

What is therefore all the more astonishing is the still quite cautious reactions of decision-makers when it comes to the Metaverse business models and XR technologies.

➡️ If you look at the annual expenses for exhibition stands together with the personnel costs, the Metaverse concept proves to be significantly more efficient, especially in the form of a cross-border hybrid trade fair, when 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 current potential business models in the area of ​​XR technologies and metaverse

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

The term “metaverse” is becoming increasingly common in the technology and business worlds. In the digital era, 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 such as Siemens, BMW and H&M. With the current project for Clinique, they strive 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 immersive virtual experiences for their customers.

It's not just about introducing a product or service. It's about giving users a deep and personal experience.

2. 🚗 Previous projects from Journee

Whether it's for automotive giant BMW or fashion giant H&M, Journee has proven they have the know-how and expertise to create customized virtual worlds.

3. 💄 A Metaverse for Clinique

This is not just a simple presentation of Clinique's offering. It is a small metaverse in its own right.

The idea is to make the online purchasing process seamless and immersive. The customer does not 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, it is 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 significant?

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

Not only does it provide customers with a unique shopping experience, but it also saves them time and possible frustrations.

6. 🚀 The next steps

It would be interesting to see 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
• 🚗 Journee: Pioneers of digital transformation
• 💄 Clinique in the Metaverse: The future of online shopping
• 🛍️ The Evolution of Online Purchasing: 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 commerce

#️⃣ Hashtags: #Metaverse #VirtuellesShopping #JourneeInnovation #CliniqueDigital #ZukunftDesECommerce

Xpert.Digital - Pioneer Business Development

If you have any questions, further information or need advice on the topic of Consumer Metaverse or Metaverse in general, 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.

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