Benefit has unveiled its first virtual 3D shopping experience called The Benemart.
The online activation was created with immersive experience company Obsess and has launched in four countries – the UK, US, Germany and France.
It has been developed to coincide with the fourth edition of Benefit’s The Benemart pop-up, which opens on 13 November at the brand’s flagship boutique in London’s Carnaby Street shopping destination.
Originally held at Selfridges & Co, The Benemart’s physical edition offers a whimsical grocery store concept.
Within the digital experience, meanwhile, shoppers can grab a cart and browse the aisles of The Benemart as avatars.
These can be customised with a variety of outfits and make-up looks inspired by Benefit’s products across brows, skin care, lashes, cheeks and more.
It also boasts a ‘shop with friends’ feature, which allows groups of shoppers to voice chat, play games and browse together as avatars in real time.
The Benemart further brings gaming-inspired commerce into play via elements like product recommendation quizzes and virtual scratch-off games.
And shoppers can join in on scavenger hunts to collect virtual ‘grocery baskets’ hidden throughout the experience for rewards and discounted sets.
“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 Benefit SVP Global Omnichannel Marketing Toto Haba.
“This immersive shopping adventure blends our unique brand storytelling with the unforgettable, grocery-inspired world that only Benefit can offer.
“The virtual experience mimics a video game, which we know is something that will resonate with young digital shoppers.”
Obsess’ founder and CEO Neha Singh added: “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.”
For physical shoppers, The Benermart Carnaby features shelves stocked with quirky, grocery-themed beauty goods.
These include cans of ‘Peas, Love & Pores’, ‘Whole Latte Lashes’ coffee cup stocking fillers and ‘Badgal Energy Beauty Booster’ drinks, as well as reusable ‘Lookin’ Crisp’ packet make-up bags.