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Laura Mercier also debuts new foundation exclusive to Sephora.
February 23, 2023
By: Melissa Meisel
Color cosmetics company Laura Mercier recently made its beauty debut into the Metaverse. Founded by global makeup artist Laura Mercier, the beauty company has partnered with industry-leading experiential e-commerce platform Obsess to launch its first virtual store, World of Beauty. According to the company, the World of Laura Mercier is the first step for the brand to enter a virtually experiential e-commerce presence, offering an “immersive and interactive online shopping experience.” The latest launch at Laura Mercier is Real Flawless Weightless Perfecting Foundation. According to the Orveon-owned company, the waterproof facial cosmetics product features medium-buildable coverage and is exclusive to Sephora. It is available in 30 shades. Another Orveon business, Buxom, recently expanded into the metaverse in a “gamified experience” in the virtual world of Decentraland. The partnership rolled out on the heels of the launch of Buxom’s best-selling Plump Shot franchise with the new Sheer Tints collection, which will be included in various ways throughout the experience of “Plumpverse.” The live experience will run into June 2023.
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