Dive Brief:
- Hair care brand Living Proof is the latest company to join the metaverse and debut a virtual store. Through e-commerce platform ByondXR, the interactive showroom features four unique rooms.
- Rooms in the virtual store take shoppers through product testimonials, an AI-powered quiz for a customizable hair care routine, a virtual Living Proof salon and a room dedicated to the brand's sustainability efforts.
- As customers navigate through the virtual space they have chances to win free samples of Living Proof products upon finding 3D Fortifying Tech easter eggs.
Dive Insight:
In the Living Proof metaverse space, customers can participate in an AI-generated quiz about their hair routine and submit a selfie to detect hair type, volume, curl shape and color, powered by digital beauty experience creator Revieve. Upon an assessment, the program will recommend a routine of Living Proof products to achieve the desired results.
"Living Proof has always used cutting edge technology to solve real world hair problems," Living Proof CEO Zach Rieken said in a press release. "This new digital experience is the perfect vehicle to further immerse Living Proof's community in our brand and to learn more about how our innovations are continuing to push the boundaries of hair care."
Personalized beauty is a newer trend in the retail space, but there are several other startups pursuing the strategy as well. Another beauty company known for its quiz-based selling strategy is hair and skin care brand Function of Beauty.
This activation by Living Proof builds on the current interest in extended reality, a recent innovation in retail tech and a trend followed by many. Experimenting with the metaverse and virtual stores has gained widespread popularity, with the latest to do so being Alo Yoga, Saxx, Tatcha and others.
Sustainability is also at the forefront of Living Proof’s activation. The last room in the virtual space teaches users how to recycle their hair care products through the brand’s partnership with TerraCycle.
