Continued disruption within the beauty industry and the steady influx of new technologies have forced marketers in the category to become early adopters in digital. Virtual try-on technology, for instance, now enables customers to experience products virtually, thereby overcoming the confines of a physical retail store.
An example of a company leading the charge is Orveon Global, parent company of beauty brands bareMinerals, Laura Mercier and Buxomhas, which has integrated the technology across its websites. Recently, the company’s Chief Digital Officer Salima Popatia ushered Laura Mercier into the realm of the metaverse. Sister pub AdExchanger chats with Popatia about the virtual store experience, future iterations, live shopping events, and more.