l'oreal paris in second life by kzero worldswide
TRANSCRIPT
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L'Oréal Parisin Second LifeVirtual Goods, Retailing and Meta-branding
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Real world beauty products
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Second Life skinsRecreations of real world make-up looks
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DistributionWorking with existing meta-brands
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A unique approach95% of existing brands in SL build dedicated ‘private’ islands and encourage residents to visit them
This does not work
Instead, we ‘seeded’ the skins into existing SL retailers, working in partnership with them
Benefits:
Taps into existing large distribution network
Enables rapid scaling
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Love, Aly
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Calla
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Lassitude & Ennui
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Minx
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Nuclear Boutique
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Lassitude & Ennui
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Nicky Ree
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RetailingMerchandising Strategy
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To how ‘sell’Blend into the existing environment and use the power of the Brand
Use display board method as used commonly across SL
Present product alongside metabrands
Residents ‘take’ as opposed to brand ‘giving’
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Display boards
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Display boards
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Display boards
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AdvertisingReal world/virtual world cross-over
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Going largeProduct placement in popular areas
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User-generated contentFeedback from the target market
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