15 Nov 2021
Vida Glow’s newly immersive e-commerce space, Virtual Vida Glow, sees the brand’s rise in an evolving era of technological innovation. Cementing their synonymous first mover and science-driven approach, this transformative milestone positions Vida Glow as the first ingestible beauty brand to enter the virtual beauty tech space. In a digitised world where consumers are well-researched, sceptical and fluctuating behaviours require agility, a prominence has been placed on an enriched front-end interaction. Subsequently ushering the next generation of beauty retail, Virtual Vida Glow creates a fresh dialogue between Vida Glow and consumers. Utilising new innovations to connect, re-engage and offer a tailored beauty experience subject to individual demands.
The 3D retail platform is a hyper-personalised environment that is experiential and creative. Customisation is at the centre. A system built around the consumer, merging a technologically advanced virtual beauty lab with a bespoke, interactive journey that invites users to discover, learn, play and shop.
Consisting of two zones, Virtual Vida Glow is housed on the Vida Glow e-commerce website. Zone 1 is the Vida Glow ‘Skin-ID’. A space geared towards individualised skin and beauty solutions for specific concerns. Using a combination of AI and tech-enabled services, a skin diagnosis tool conducts a virtual skin assessment. Allowing consumers to scan their own faces and receive personalised skin results with a custom Vida Glow beauty routine.
Zone 2 exists as the ‘Vida-sphere’. Upon completion of the Skin-ID consumers will segway into a virtual world – the brand’s first ever concept store in this realm. The Vida-sphere concept store is split into three core product spaces: Marine Collagen (a hydrolysed collagen peptide powder clinically proven to smooth fine lines and wrinkles), Anti-G-Ox (the world’s first effervescent beauty powder defending against premature ageing) and Radiance (a once-daily capsule targeting dark circles, melasma pigmentation, dark spots, discolouration and overall skin luminosity). There also features a specified Skin Professional zone where a prestigious panel of beauty and skin experts go beyond the surface to offer guidance, knowledge and skin advice. Delving deep into the efficacy and science of each product and breaking down the industry buzz. Each immersive space will feature interactive content for education and gamification where consumers can win prizes.
The Virtual Vida Glow concept has been created in partnership with virtual store startup, ByondXR. Accessible through mobile and desktop devices, ByondXR made a compelling 3D experience that taps into the imagination of consumers through upscaled digital efforts. This includes online skin consultations, beauty panels experts, and a chance to browse a 360-degree store rendering. The space is refined and dynamic. A futuristic, immersive world with science-led rigour. The expressive infusion of colour and play personify the vibrancy of the active, Vida Glow lifestyle. Whilst an integral focus on Vida Glow’s efficacious products – through in-depth education and clinical data – leave the consumer feeling knowledgeable and confident.
The immersive virtual experience will launch exclusively on Vida Glow’s Australian e-commerce platform and will see expansion with the addition of the brand’s anticipated topical skincare range due to launch by end of year. The project is set to extend into other markets in 2022. And Vida Glow’s virtual Skin-ID zone will additionally be adapted for use by the brand’s spa and retail partners, further supporting clients to build their most efficacious beauty routine.
In an industry flooded with misconception and misinformation – predominantly in the ingestible space – Vida Glow’s Virtual Vida Glow exists to drive education and provide consumers with a tangible category understanding. The revolutionary science behind ingestible beauty, their clinically-backed benefits, how they function within the body and the real hype around all the marketing noise. The fast-evolving ingestible beauty market is now said to be worth up to $217 billion and growing. Beauty is no longer skin deep. And amongst the industry clutter, Vida Glow remains disrupting. At the forefront of efficacious beauty, delivering first-to-market innovations with visible results.
