Elizabeth Arden Launches Shoppable Virtual Store

Elizbeth Arden has launched a virtual store that enables browsing, gameplaying and shopping.

The Revlon-owned beauty brand created the metaverse shopping experience in partnership with experiential eCommerce platform Obsess and launched it Tuesday (May 16), Elizabeth Arden said in a Wednesday press release.

“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,” Revlon Global Chief Marketing Officer Martine Williamson said in the release.

PYMNTS research found that beauty products could be a tough sale online, as customers are used to experiencing the products in person. However, digital technology can bring the experience to consumers’ screens, according to the “Beauty and Wellness Digital Payments Tracker®,” a PYMNTS and American Express collaboration.

Elizabeth Arden’s new virtual store’s interactive features allow visitors to immerse themselves in historical photos that tell the story of the brand and its founder, play games and take quizzes to learn about skin care products and regimens, and collect tokens as they browse through the site to win a prize, according to the press release.

Full story at PYMNTS.