Elizabeth Arden unveils a shop in the metaverse as it continues to prove an attractive retailing environment for cosmetics brands.
The brand is opening its first-ever immersive virtual store experience, created in partnership with metaverse platform Obsess. The fully shoppable metaverse experience features interactive content, as well as gallery-style art that customers can “jump” into to immerse themselves in the historical scenes depicted in the artwork and photos.
In addition, the virtual store offers a number of gamification features. A spa room offers several elements designed to educate customers about Elizabeth Arden products, including quizzes and gaming elements to find the best regimen for their skin type. Shoppers can also play other games as they browse and shop the metaverse environment.
“Elizabeth Arden has been a leading beauty industry innovator for the past 120 years and we are thrilled to launch our first metaverse shopping experience in partnership with Obsess,” said Martine Williamson, Global Chief Marketing Officer, Elizabeth Arden. “We are truly operating as an omni-channel business to evolve our customer experience and engage a whole new generation of shoppers about our products and legacy through digital storytelling.”
