The Estée Lauder brand Too Faced has unveiled ‘Maison Too Faced,’ a 360-degree virtual reality shopping experience. The virtual reality store hosts real-time events that are easily accessible through URL without downloading an external app.
The experience has been created in collaboration with the tech company BrandLab360. It specializes in designing virtual showrooms using CGI and 3D rendering.
The fashion brand invites its customers into the metaverse featuring a fully-branded, gamified world of beauty shopping within an interactive environment characterized by gardens, filled with hero products, brand mascots, and games and contests to avail distinctive discounts and offers.
The products featured within the experience mirror actual, real-life items. The brand also encourages customers to visit the virtual reality showroom with their friends. The store has the capability of hosting thousands of customers at once.
Sarah Lynn, Too Faced Brand General Manager UK and Republic of Ireland, stated that the launch has brought in new energy to the brand’s eCommerce plans for the future. “We are thrilled to have launched a brand-first, interactive, digital platform for our consumers to fully immerse into the world of Too Faced,” she said.
“Maison Too Faced will allow consumers to explore our core franchises and new launches, experience virtual services, and shop with their friends online. The platform will push boundaries with innovative gamification and entertainment whilst keeping a user-friendly, seamless, and enjoyable purchase journey at the heart of the experience,” she added.
BrandLab360 Co-founder Jennifer Drury explained that the concept has several more applications in the automotive, health tech, fashion, and jewelry industries.
“We can create a fully branded, immersive world for any brand in a matter of days,” she said. “We can update it through the year in just minutes to change the products available, update the branding, develop the style and look – providing brands with the ability to truly connect and converse with customers online all over the world. We can create photo-realistic replicas of existing stores and allow consumers to ‘walk around’ these environments and mimic real life.”
“It’s the closest thing to shopping in real life that brands can get – but without physical costs, spatial or staffing challenges with the added bonus of all the possibilities that virtual reality can provide from global accessibility, gamification, customization, and much more,” she added.
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