The anti-ageing beauty category is stuck in tired clichés – clinical imagery, fear-based messaging, and luxury shots that feel untouchable. Clarins needed to redefine the conversation for the Double Serum Generation 9 launch.
What if we let people understand ageing via play instead of fearing it?
We created Clarins' first foray into the Metaverse – a Virtual World where consumers experience Double Serum 9 through interactive play. Pop-ups occurred globally, letting people experience sections of the world IRL and online. Each area focused on the innovation of the product, encouraging exploration and discovery. The campaign was recognised by The FWA, proving that luxury beauty can be both premium and playful.
The Mirror Maze lets the player to discover the exclusive Clarins Epigenetic study, where 32 twins were studied to identify the secret to youthful skin. Each area of the maze allows the player to explore the 5 different discoveries and uncover the hidden secrets.
The Time Capsule lets the player confront their lifestyle choices, and to set an intention for their future self, where they receive an AI-Generated Postcard encapsulating their potential future youthful glow and a record of their intentions.
Double Serum Falls lets players experience the duality of the product, diving into the product design through the dual rivers to discover the ingredients behind Double Serum 9. Players can unlock exclusive rewards by collecting the molecule tokens.
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Me ©️✍️ Senior Copywriter
Katya Pavlenko & Ly Leova 🖼️ Senior Creatives
Jennifer Hayashi 🎩 CD
Artificial Rome 🚨 Production
CULT Ldn 📍
Clarins
Virtual World
Clarins enters the Metaverse
DIGITAL - MV
Explore the virtual world here
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https://thefwa.com/cases/clarins-virtual-world