Benefit Cosmetics has introduced its first-ever virtual 3D shopping experience, called The Benemart. This innovative online activation, created in collaboration with immersive experience company Obsess, has launched in four countries: the UK, US, Germany, and France. The virtual shopping experience was developed to coincide with Benefit’s upcoming fourth edition of The Benemart pop-up, which will open on November 13 at the brand’s flagship store in London’s Carnaby Street shopping district.
Benefit Unveils Its First-Ever Virtual 3D Shopping Experience as part of its continued efforts to blend fun and functionality with its brand storytelling. The virtual environment offers a unique, gaming-inspired shopping journey where users can explore the whimsical aisles of The Benemart as customizable avatars. Shoppers can pick up a virtual cart and browse products across Benefit’s popular categories like brows, skin care, lashes, and cheeks. The avatars themselves can be personalized with various outfits and makeup looks that reflect Benefit’s products.
One of the highlights of The Benemart experience is its “shop with friends” feature, allowing users to voice chat and play games together in real time while browsing. Benefit Unveils Its First-Ever Virtual 3D Shopping Experience with a gamified twist, incorporating features such as product recommendation quizzes, virtual scratch-off games, and scavenger hunts where shoppers can collect virtual ‘grocery baskets’ hidden throughout the platform. These scavenger hunts lead to rewards, including discounted product sets.
“The Benemart is our very first 3D virtual shopping experience, and we are thrilled to welcome visitors inside to experience beauty like never before,” said Toto Haba, SVP of Global Omnichannel Marketing at Benefit. “This immersive shopping adventure blends our unique brand storytelling with the unforgettable, grocery-inspired world that only Benefit can offer.”
The pop-up’s physical version, located at Carnaby Street, will feature quirky beauty-themed grocery items like ‘Peas, Love & Pores’ and ‘Badgal Energy Beauty Booster’. The Benemart marks a bold step forward for Benefit, combining the excitement of digital gaming with retail, as the brand continues to engage younger, tech-savvy shoppers in an increasingly virtual world.
