Aiming to introduce the Buxom PlumpVerse in the virtual world of Decentraland, Buxom Cosmetics has partnered with Publicis Sapient, a provider of digital business transformation services. The Buxom PlumpVerse is the ideal setting to play up the brand’s legacy because the Buxom Babe is renowned for being the life of the party. By building an immersive club environment where customers can feel glam, participate in VIP experiences, and join the party without ever leaving their homes, Buxom’s PlumpVerse bridges the gap between the brand and the virtual world.
The Buxom PlumpVerse will have three distinct floors: a first-floor lounge with a plumping lip bar inspired by the brand’s new Plump Shot Sheer Tints made with Pure Vegan Collagen; a second-floor dance area with a DJ to further play into the brand’s DNA rooted in entertainment and music; and a third-floor immersive, virtual try-on store where users can explore, interact, try on shades, and engage in gamified experiences.
Buxom chose Publicis Sapient to oversee the creation of Buxom PlumpVerse. With the launch of PlumpVerse, Buxom and Publicis Sapient are using a hybrid strategy that involves introducing users to the Decentraland metaverse platform gradually through mediums they are already accustomed to using, such as Instagram, email, and the Buxom Cosmetics website, so they can more easily become accustomed to this new internet space.
“Buxom PlumpVerse is an example of the type of experience that brands need to focus on as the metaverse evolves,” said AJ Dalal, Managing Director for Data and Metaverse Strategy at Publicis Sapient.
Companies must use immersive, gamified experiences to close the gap between their digital and conventional experiences because most customers and businesses still need to become more familiar with the metaverse. Buxom PlumpVerse enables customers to engage with an experience that meets and surpasses Buxom’s brand standards at their own speed and through their preferred channel by expanding a brand’s key strengths and capabilities with the metaverse.
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