L’Occitane en Provence has launched a new virtual store for the holiday season.
The immersive space resembles a retro chalet located in the Provençal French Alps, and showcases the brand’s limited edition holiday range for 2023.
It was developed using the Emperia virtual store platform, with artist Steven Wilson working with the brand to create the space’s 1960s-inspired aesthetic.
The store is split into five specific product areas, focusing on advent calendars, the holiday collection, gift sets, fragrances and a ‘Santa’s wish list’ section.
An outdoor area is also available to explore, which is centred around a Christmas olive tree that guests can interact with and light up.
“It is a dream journey, like being in a chalet, where they can explore the true origins of L’Occitane as a brand,” said Mariana Rodrigues, Marketing Director of L’Occitane Middle East.
“The olive tree is symbolic and traditional for Provence, so our vision was to bring back those traditions to our customers.”
The virtual store also offers gamified elements for visitors in the form of a Christmas-themed scavenger hunt.
Guests are tasked with locating gift wrapping items such as tissue paper and box patterns, and will receive a “special reward” after completing the minigame.
“L’Occitane’s new holiday experience adds a new dimension to the already-growing segment of seasonal online shopping,” added Olga Dogadkina, co-founder and CEO at Emperia.
“Nowadays users are demanding more from their online retail experience, expecting a far more personalised and interactive journey, one that reflects the brand’s values and elevates the shopping experience, to adhere to their own set of needs, wants and preferences.”
The holiday store is L’Occitane en Provence’s second immersive space launched in 2023.
The brand made its metaverse debut in July, and created a virtual shopping destination set in the middle of a lavender field in France.
It comes amid a boom in the number of beauty brands tapping into the metaverse and digital spaces for marketing and branding purposes this year.
Tatcha launched a virtual store experience inspired by Japanese forest bathing in February, with Living Proof launching its own immersive space one month later.
Laneige also made its metaverse debut in May.