Nars is launching its own virtual world experience outside the traditional metaverse. The brand has had years of successes with virtual experiences and products—as proven by a cumulative 41M visits to their branded Roblox experience since its launch in 2022. But now, fans of the brand (or curious gamers in general) can head to the brand’s own website to explore a fictional world based on the brand’s history. Between a virtual store (that not only has virtual lipstick try-ons, but also ASMR) and three “urban chateaus,” visitors can win their way to a virtual VIP event with behind-the-scenes content. The virtual experience also engages digital ambassadors, or “Power Players,” the brand has been utilizing since 2022, and has two choices for a visitor’s own avatar. (Glossy)
📊 YPulse data: 61% of 13-39-year-olds agree, “Brands need to interact with virtual worlds to stay relevant”
