The New E-Commerce Culture

Can the in-store experience be replicated online? That’s the question physical stores are flocking to answer. Most recently, Lancôme leaned into the strategy for its Advanced Génifique franchise.

The L’Oréal-owned brand launched a virtual pop-up earlier this month that features Lancôme international scientific director Dr. Annie Black, dermatologist Dr. Camille Howard, and master trainer Annie Howard. The pop-up featured Lancôme’s product pages, videos, games and skin quiz, and directed consumers to purchase the Advanced Génifique series. In its mission to turn the shop into an experience, and not “just product pages or descriptions“, the beauty brand offered consumers the chance to try its Lancôme Advanced Génifique Youth Activating Concentrate via digital sampling, a concept that reflects the digital-meets-physical hybrid strategy many brands are turning towards as the close of the pandemic nears. Lancôme marketed its new event through its Coming Soon landing page (accessible via its homepage), two emails via its loyalty database, and via select influencers including Yasmin Maya, Amanda West, Leena Snoubar, and Laura Beverlin. The brand also made efforts in the mobile space with two SMS opt-ins. Through the newer text feature, shoppers are also alerted to new product launches.

As part of an A-team of beauty brands under L’Oréal Group, as observed in Gartner’s report on the sector, Lancôme’s decision to blend engagement with education is a smooth move as the end of the pandemic nears and consumers reacclimate themselves to the beauty space. Focusing on skincare over color cosmetics also makes sense, as shoppers may not be ready to dive headfirst into a full face, instead preferring just one statement product, or nixing the category altogether for now.

The label isn’t the only one looking to virtual experiences to coax the consumer back to stores. Bareminerals invited consumers on a virtual seaside escape to celebrate some of its new products last month. That said, Lancôme did announce a jump in sales at the same time as it launched its virtual pop-up. Brands looking to cater to the post-pandemic consumer should consider sharpening their virtual reality skillset while integrating physical aspects to meet the demands of the new e-commerce culture.