Shoppers can add Benefit’s sets to their digital cart, virtually try on their favourite products, shop with friends, and play games.
Benefit Cosmetics has announced the launch of its first virtual 3D shopping experience, The Benemart, in partnership with Obsess.
This is available in countries including the United States, United Kingdom, Germany, and France beginning 4 November. Shoppers will have a chance to add Benefit’s sets to their digital cart, virtually try on their favourite products, shop with friends, and play games with a chance to win discounts at checkout.
“The Benemart is our very first 3D virtual shopping experience, and we are thrilled to welcome visitors inside to experience beauty like never before,” said Toto Haba, SVP Global Omnichannel Marketing at Benefit Cosmetics.
“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.”
“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.”
Shoppers can grab a cart and browse the aisles of The Benemart as avatars, which can be customised with a variety of outfits and makeup looks inspired by Benefit’s best selling products across brows, pores, lashes, cheeks and more.
They can use a ‘shop with friends’ feature that allows groups of shoppers to voice chat, play games and shop together as avatars in real-time.
“We know that a majority of Gen Z and younger shoppers consider gaming as ‘the new social,’ which is why it’s so imperative that brands like Benefit tap into commerce initiatives that essentially turn the traditional website into a full-on branded video game,” said Neha Singh, Founder and CEO at Obsess.
“The virtual Benemart sets a new standard for gaming-inspired commerce, cementing Benefit as a leader in connecting with the next generation of shoppers.”
The site will also help shoppers find personalised 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 brow products and add them to their cart directly from the virtual experience.
Throughout the holiday season, shoppers can also join in on scavenger hunts to collect virtual “grocery baskets” hidden throughout the experience for rewards and discounted sets. Likewise, in a lottery inspired scratch off game, visitors can scratch and play to match cards and win a prize.
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