Pure Beauty

Elizabeth Arden launches debut virtual store

By Alessandro Carrara | Published: 17-May-2023

The virtual store showcases a timeline of the company’s history with interactive content and gallery-style art

Elizabeth Arden has launched its first-ever immersive virtual store experience.

The space is fully shoppable and allows customers to learn more about the history of the brand and its namesake founder.

“We are truly operating as an omnichannel business to evolve our customer experience and engage a whole new generation of shoppers about our products and legacy through digital storytelling,” said Martine Williamson, Global Chief Marketing Officer at Elizabeth Arden.

The virtual store showcases a timeline of the company’s history with interactive content and gallery-style art.

A spa room, which offers quizzes and gaming elements, has also been included to help visitor’s to find the best regimen for their specific skin type.

It was created in partnership with experiential e-commerce platform Obsess.

“This virtual store experience will delight the brand’s customers with one-of-a-kind interactive content and provide new ways for shoppers to discover, learn about and shop for Elizabeth Arden’s industry-leading skincare, makeup and fragrances,” said Neha Singh, founder and CEO of Obsess.

Elizabeth Arden joins the growing number of beauty brands tapping into the metaverse and digital spaces for marketing and branding purposes.

In March 2023, Living Proof entered the metaverse with its first-ever virtual store.

Clinique recently unveiled its virtual Clinique Lab, which aims to bring the brand’s retail experience to its global consumers.

Urban Decay is also hosting its first-ever metaverse make-up launch party.

The cosmetics brand’s Urban Decay Eye-Con event on gaming platform Roblox enables users to try on 18 limited edition virtual make-up looks.

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