Glam and games on aisle 1, The Benemart is open for business. Benefit Cosmetics launched their first virtual 3D shopping experience in partnership with immersive experience company Obsess, setting a new standard for gaming-inspired commerce. Step into The Benemart (virtually!) where Benefit’s grocery-inspired concept offers an interactive digital space for visitors to shop bestsellers and holiday favorites all from home. Designed to be social, Benefit made online holiday shopping easy and entertaining, cementing the beauty brand as a leader in connecting with the next generation of gaming-native shoppers.
“The Benemart is our very first 3D virtual shopping experience, and we are thrilled to welcome visitors inside to experience beauty like never before. This immersive shopping adventure blends our unique brand storytelling with the unforgettable, grocery-inspired world that only Benefit can offer. Making people feel good and having fun is part of our DNA, so leading with entertainment to bring our holiday collection to life was a no-brainer,” said Toto Haba, SVP Global Omnichannel Marketing at Benefit Cosmetics. “Obsess has been a strong partner in creating a branded world that blends storytelling with play-driven discovery in a way that elicits the same kind of thrill as the in-store shopping experience. The virtual experience mimics a video game, which we know is something that will resonate with young digital shoppers.”
The virtual holiday pop-up features uniquely Benefit décor and the brand’s iconic gift sets filled with bestselling fan-favorites priced at holiday-special deals. Open for beauty in four countries including the United States, United Kingdom, Germany and France, the immersive VR space offers shoppers the chance to grab a virtual cart, browse the aisles and add Benefit’s ultra-collectible sets to their digital cart for purchase. The featured collection takes inspiration from everyday grocery store items, such as chocolate bars, snack bags and tinned fish, all with a fun, imaginative twist. Benefit is also pairing the virtual pop-up shop with an IRL experience throughout the United Kingdom for those that want to stroll the aisles in real life.
Don’t know which Benemart gift sets you need? The virtual experience helps shoppers find personalized product recommendations through Benefit’s Holiday Gift Guide, which features a quiz to match users with the perfect products based on their answers. Shoppers will also have the opportunity to virtually try-on the #1 Brow Brand Worldwide’s bestselling brow products and add them to their cart directly from the virtual experience. Throughout the holiday season, shoppers can also play branded mini games for rewards and discounted sets.
Gaming is the New Social: Branded Online Games for Commerce
The Benemart is stocked full of interactive gamification and social shopping elements. Users can join in on scavenger hunts to collect virtual “grocery baskets” hidden throughout the experience, play a lottery-inspired scratch-off game and explore the store as customizable avatars. This experience sets a new standard for gaming-inspired commerce, introducing play-centric elements throughout the customer’s shopping journey.
Emphasizing social shopping, users could interact with other avatars in real time—gather friends for a virtual shopping day with the ‘shop with friends’ feature allowing groups to voice chat, play games and shop together as avatars in real time. Within the online virtual reality experience, each shopper is able to customize their personal avatars with a variety of outfits and makeup looks inspired by Benefit’s best selling products across brows, pores, lashes, cheeks and more.
With the launch of their Virtual Benemart Holiday Gift Store, Benefit Cosmetics set a new standard for gaming-inspired commerce. Through play-driven discovery in an immersive, gamified and social virtual experience, the beauty brand cements themselves as a leader in connecting the next generation of shoppers.
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