Benefit Cosmetics has launched its first virtual 3D shopping experience for the holidays. Called “The Benemart,” the grocery-inspired virtual store allows visitors to shop holiday sets and bestsellers, virtually try on products, shop with friends and play games, with a chance to win discounts at checkout.
Developed in partnership with Obsess, the virtual store is available in four countries including the U.S., UK, Germany and France. Within the experience, shoppers can grab a cart and browse the aisles of The Benemart as avatars that can be customized with a variety of outfits and makeup looks inspired by Benefit’s products. A “shop with friends” feature allows groups of shoppers to voice chat, play games and shop together as avatars in real time, and UK shoppers can visit Benemart pop-ups across the country in real life as well.
A special Benemart holiday collection will comprise the hero products of the experience, which takes inspiration from everyday grocery store items such as chocolate bars, snack bags and tinned fish in a fun, imaginative twist on holiday gift sets.
“This immersive shopping adventure blends our unique brand storytelling with the unforgettable, grocery-inspired world that only Benefit can offer,” said Toto Haba, SVP of Global Omnichannel Marketing at Benefit Cosmetics in a statement. “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.”
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Turning the Traditional Website into a ‘Branded Video Game’
The site will help shoppers find personalized product recommendations through Benefit’s Holiday Gift Guide, which features a quiz to match users with the perfect products. Visitors also can virtually try on Benefit’s bestselling brow products and add them to their cart. Throughout the holiday season, shoppers will be invited to join scavenger hunts to collect virtual “grocery baskets” hidden throughout the experience for rewards and discounted sets. Plus, in a lottery-inspired scratch-off game, visitors can scratch and play to win prizes.
“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 of Obsess in a statement. “The virtual Benemart sets a new standard for gaming-inspired commerce, cementing Benefit as a leader in connecting with the next generation of shoppers.”
