Game on: Drest snaps up NARS for new beauty gaming collaboration

By Becky Bargh | Published: 11-Oct-2021

Beauty brand is second to join Drest’s Beauty Mode digital app this month, after headliner Gucci

Gaming and entertainment platform Drest is continuing its round-up of beauty collaborations by adding cosmetics group NARS to its offering.

NARS becomes Drest’s second collaboration this month, after luxury Italian brand Gucci Beauty inked a deal with the app, headlining its extension into the beauty arena with Beauty Mode.

The up-close feature allows players to experiment with make-up looks on their digital avatars.

NARS’ and Drest’s link-up celebrates the launch of five new lip colours from the Shiseido-owned brand for its Air Matte Lip Pigment collection, which will be available to virtually try on via the app.

A specially selected range of NARS’ products will also be available via the app for players to experiment with.

“I’m a huge fan of NARS and see it as a tastemaker beauty brand who leads where others follow,” said Drest founder and CEO Lucy Yeomans, the former Editor-in-Chief of Harper’s Bazaar.

“NARS has been a major part of the fashion conversation too. I can’t wait to see our partnership come to life on Drest in Beauty Mode and see the looks our stylists create in the challenges, I think they will give the pro a run for their money.”

Via Drest, shoppers can also choose designer fashion items for their avatars, with items on offer from the likes of Stella McCartney, Prada and Bottega Veneta.

“As a brand with a rich fashion heritage and unparalleled authority in make-up artistry, we’re excited to partner with Drest and bring François Nars’ vision of individuality and self-expression to their highly creative community via Beauty Mode,” added Barbar Calcagni, NARS’ President.

Put on your game face

NARS joins dozens of other beauty brands experimenting in the gamification trend.

e.l.f. Cosmetics was one of the first beauty brands to enter the gaming space, with Twitch star Kathleen Belsten, known online as Loserfruit.

Soap & Glory also got a hand in on the movement earlier this year with its own Land of Soap & Glory Land game.

Meanwhile, in 2020 a flurry of beauty brands used Nintendo’s Animal Crossing as a way to connect consumers during the height of the Covid-19 pandemic.

ColourPop, Shiseido and P&G’s Venus are among a handful of brands to join the Nintendo Switch game.

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