• by Colin Kirkland , July 6, 2023

French beauty brand L’Occitane wants to transport consumers to Provence in a new virtual experience developed by virtual store platform Emperia that showcases its retail universe and the region the brand says always delivered inspiration.

Offering consumers the chance to bike through lavender fields, fly on a hot air balloon to Corsica, or discover the company’s Shea Butter collection in Burkina Faso, the virtual concept is designed to let shoppers travel to Provence in a convenient way, “at the palm of their hand.”

Emperia -- which has developed virtual stores for brands like Tommy Hilfiger, Saxx, Lacoste, Dior, Burberry and more -- is attempting to create online retail environments which communicate brand narratives that extend retailers’ physical presence into the virtual realm.

Both Emperia and L’Occitane believe immersive virtual store experiences can increase brand engagement, customer loyalty and e-commerce results.

Visitors don’t have to wear a VR headset to access the store because the Emperia platform supports mobile, laptops and tablets and doesn't require installing an app or software.

“The experience includes videos, facts, and content about the brand’s universe, all highlighting the retailer’s best sellers, including skincare, fragrance, and body care,” L’Occitane wrote in a statement.

While interacting with the branded content, visitors will be able to purchase a variety of L’Occitane’s skincare, fragrance and body care selections.

While this is L’Occitane’s first virtual store, it isn't the first time the company has played around with interactive consumer experiences.

In 2018, it opened a concept store in Midtown Manhattan that featured installations meant to virtually transport shoppers to France via similar activities included in the Emperia-built store.