Category: Virtual Store Spotlight

Known as an innovator in the beauty industry, e.l.f. Cosmetics is constantly pushing the boundaries on digital innovation and leaning into retail shopping trends. Diving deeper into the immersive commerce space, the beauty brand partnered with Obsess to launch their latest Virtual Luxe Lounge—an interactive speakeasy exclusively for their loyal Beauty Squad Members. A first of its kind, the e.l.f. Cosmetics Virtual Luxe Lounge is the first time a brand has incorporated its loyalty program into a 3D, virtual experience, to exclusively offer its most engaged audience a new way to shop. 

“We’re thrilled to once again partner with Obsess and offer our most loyal customers a unique and interactive way to shop our most-coveted new products,” said Ekta Chopra, Chief Digital Officer, e.l.f. Beauty. “Our Beauty Squad members are very important to our brand, and we’re excited to bring them an exclusive shopping experience that will give them new ways to earn and redeem rewards.”

As a perk of e.l.f.’s loyalty program, the gated, digital shopping experience offers members early access to shop new holiday products and exclusive coupons to redeem at checkout; Beauty Squad members have to log in to their account to access the glittery 3D environment with a sultry speakeasy vibe.

Initially launched with a room full of holiday gift sets and the Holy Hydration Hall, the virtual experience expanded as the brand phased out new product drops. Each product drop unlocked a new room and corresponding member-exclusive reward, expanding the virtual experience in a dynamic and exciting way. A peek behind the curtain—once unveiled, the Finish Flawless room featured items from e.l.f.’s Camo collection and the Glimmer Dreams room launched the brand’s new lip oil collection. 

The e.l.f. team has previously partnered with Obsess to launch other firsts, including the first beauty shopping app in Apple Vision Pro and more. Following the success of our previous virtual reality beauty shops, this immersive holiday experience further cements e.l.f. as a pioneer and leader in the beauty industry. To learn more about Obsess-powered virtual experiences, email us at contact@obsessvr.com or book a demo.

Glam and games on aisle 1, The Benemart is open for business. Benefit Cosmetics launched their first virtual 3D shopping experience in partnership with immersive experience company Obsess, setting a new standard for gaming-inspired commerce. Step into The Benemart (virtually!) where Benefit’s grocery-inspired concept offers an interactive digital space for visitors to shop bestsellers and holiday favorites all from home. Designed to be social, Benefit made online holiday shopping easy and entertaining, cementing the beauty brand as a leader in connecting with the next generation of gaming-native shoppers.

“The Benemart is our very first 3D virtual shopping experience, and we are thrilled to welcome visitors inside to experience beauty like never before. This immersive shopping adventure blends our unique brand storytelling with the unforgettable, grocery-inspired world that only Benefit can offer. Making people feel good and having fun is part of our DNA, so leading with entertainment to bring our holiday collection to life was a no-brainer,” said Toto Haba, SVP Global Omnichannel Marketing at Benefit Cosmetics. “Obsess has been a strong partner in creating a branded world that blends storytelling with play-driven discovery in a way that elicits the same kind of thrill as the in-store shopping experience. The virtual experience mimics a video game, which we know is something that will resonate with young digital shoppers.”

VR-Enhanced Customer Experiences for Online Shopping

The virtual holiday pop-up features uniquely Benefit décor and the brand’s iconic gift sets filled with bestselling fan-favorites priced at holiday-special deals. Open for beauty in four countries including the United States, United Kingdom, Germany and France, the immersive VR space offers shoppers the chance to grab a virtual cart, browse the aisles and add Benefit’s ultra-collectible sets to their digital cart for purchase. The featured collection takes inspiration from everyday grocery store items, such as chocolate bars, snack bags and tinned fish, all with a fun, imaginative twist. Benefit is also pairing the virtual pop-up shop with an IRL experience throughout the United Kingdom for those that want to stroll the aisles in real life.

Don’t know which Benemart gift sets you need? The virtual experience helps shoppers find personalized product recommendations through Benefit’s Holiday Gift Guide, which features a quiz to match users with the perfect products based on their answers. Shoppers will also have the opportunity to virtually try-on the #1 Brow Brand Worldwide’s bestselling brow products and add them to their cart directly from the virtual experience. Throughout the holiday season, shoppers can also play branded mini games for rewards and discounted sets. 

Gaming is the New Social: Branded Online Games for Commerce

The Benemart is stocked full of interactive gamification and social shopping elements. Users can join in on scavenger hunts to collect virtual “grocery baskets” hidden throughout the experience, play a lottery-inspired scratch-off game and explore the store as customizable avatars. This experience sets a new standard for gaming-inspired commerce, introducing play-centric elements throughout the customer’s shopping journey.

Emphasizing social shopping, users could interact with other avatars in real time—gather friends for a virtual shopping day with the ‘shop with friends’ feature allowing groups to voice chat, play games and shop together as avatars in real time. Within the online virtual reality experience, each shopper is able to customize their personal avatars with a variety of outfits and makeup looks inspired by Benefit’s best selling products across brows, pores, lashes, cheeks and more. 

With the launch of their Virtual Benemart Holiday Gift Store, Benefit Cosmetics set a new standard for gaming-inspired commerce. Through play-driven discovery in an immersive, gamified and social virtual experience, the beauty brand cements themselves as a leader in connecting the next generation of shoppers. 

To learn more about how to create your own virtual brand world, email us at contact@obsessvr.com or book a demo. 

Sam’s Club delights members with their latest virtual winter wonderland, primed for gifting and festive home shopping. The warehouse retailer partnered with Obsess to launch an innovative seasonal experience that up-levels their e-commerce presence, thoroughly engaging online members and driving holiday online shopping and gift-giving from their vast inventory of family-friendly favorites. Set in a 3D pop-up card from the Sam’s Club team, the virtual experience welcomes visitors with jolly decorations, a jingly festive anthem and cozy animations. 

The virtual holiday experience enables members to purchase holiday favorites directly from the virtual store. Visitors can explore products in a charming winter wonderland filled with gently falling snow and warm holiday ambiance. With full e-commerce functionality, members can add any product to their cart directly in the experience and purchase. Those that complete the Holiday Hunt game even get 20% off their next Sam’s Club Hub order. For non-members: the experience also promotes free trials to try out the perks of membership.

Shoppers can discover something for everyone in the holiday Gift Shop—stocked with a wide range of products such as matching plaid for the whole family or LEGO sets for the kid-at-heart, this section of the experience is filled with gifts galore. Visitors can explore products from tech gadgets to luxe designer beauty (curated by influencer Remi Bader), or take a gift recommendation quiz to find the perfect presents for their loved ones. 

At the Decor Inn, users can find cozy home decorations with beautifully crafted displays fit for every style. From everyday artisan rugs to festive mini trees and nutcrackers, the room is filled with a variety of seasonal and evergreen products for members to purchase. Above a crackling fireplace, visitors can even watch Sam’s Club’s latest commercial promoting their speedy service. 

In addition to a seamless e-commerce experience, the virtual experience gives users a comprehensive view of how seasonal products fit into everyday life. Between the twinkly lights, wreath-lined mantles and complete indoor/outdoor setups, there is no shortage of holiday inspiration. Enhanced visualization in immersive environments empowers users to picture how products work for their needs, such as how a 9’ pre-lit tree can fit in their living room. 

This innovative approach to promote gifting and holiday shopping further connects members to the brand and thoroughly engages online shoppers. The Sam’s Club virtual holiday experience plans to expand, opening a Grocery store in the illustrated winter village—offering users a fuller idea of Sam’s Club’s inventory.

To learn more about how to create your own virtual brand world, email us at contact@obsessvr.com or book a demo. 

The nation’s leading dog wellness franchise, Dogtopia, is revolutionizing dog daycare with their innovative Virtual Daycare. The award-winning pet care provider partnered with Obsess to launch their virtual experience, an interactive tool for pet parents to learn more about their services and how they can help dogs live long, healthy and happy lives. 

Users are met with a friendly avatar at the entrance of their virtual daycare, introducing how to navigate the experience and the immersive features available: a scavenger hunt game, dog trivia quiz, multimedia educational content and more. 

“Dogtopia is committed to staying at the forefront of innovation to ensure the best experience for all dogs and their families,” said Neil Gill, President and CEO of Dogtopia. “We are thrilled to introduce this cutting-edge virtual world and provide parents with a modern, immersive way to explore our wellness offerings and choose Dogtopia with confidence.”

Ready, Set, Playtime: Gamification for the Pet Care Industry

Dogtopia included on-brand gamification elements in their virtual world to engage users and incentivize loyalty. Fetch the dog treats for your furry friends in a custom scavenger hunt game or complete the dog trivia quiz to win an exclusive offer from Dogtopia—a free month of daycare from the biggest and most trusted name in the dog daycare game. 

Discover Dogtopia Pet Care & Wellness Services

Dogtopia’s virtual world serves as an immersive branding tool, engaging pet parents with educational content around their brand and services, to drive appointment bookings and highlight the Dogtopia difference. 

The services-based company packed their virtual experience with entertaining media that teaches users about their daycare, boarding, grooming and spa offerings—from interactive playscapes to a photo album of dogs at IRL local events, there is no shortage of educational content in the experience. The brand even included real footage of one of their daycare facilities to demonstrate on-site security measures and how their team operates. 

The virtual experience also aims to increase brand awareness, educating visitors around their mission, including their philanthropic Dogtopia Foundation, and why parents should trust the provider with their beloved pet.

Lining the walls of the lobby are posters and informational hotspots, where the pet care provider highlights their commitment to safety, education/training and total pet wellness. When users click on a hotspot, they are met with branded video content to show how they address each mission statement. Brand mascot, Scruffy, also makes an appearance on the lobby walls to remind the team of why they do what they do—for the love of dog. 

Digital Innovation in Pet Retail

In addition to the virtual tour of the dog daycare, Dogtopia’s Virtual World enables visitors to shop pet products in the experience. From dog bowls and leashes to specialty shampoo, shoppers can purchase at-home items for both dogs and parents throughout the experience. By integrating their e-commerce shop with the virtual world, pet parents are able to seamlessly purchase items from Dogtopia Shop directly in the virtual experience. 

Dogtopia’s virtual world is more than just a novel addition to their trusted services; the innovative initiative represents a leap forward for the pet care industry, setting a new standard for how pet service providers can educate pet owners and immerse users into their brand world, regardless of their physical location. 

To learn more about how to create your own virtual brand world, email us at contact@obsessvr.com or book a demo. 

Where innovation meets inspiration, telecommunications brand Orange is redefining how users discover electronics and home technology with their virtual storefront. The telecom brand partnered with Obsess to launch their virtual store, an immersive shopping experience contextually set in a virtual Spanish home. 

Accessible in both Spanish and English, the Virtual Connected Home introduces shoppers to the latest Xiaomi products the telecommunications brand has to offer. Users are welcomed by a friendly AI-powered avatar to guide them through the experience and answer questions, acting as the onsite associate, and enhancing customer support in an online environment.

In each individual room of the smart house, shoppers are met with animated product displays to highlight featured electronics and home technology, and exclusive content hosted on the screens displayed. Shoppers can also get personalized product recommendations by completing a short quiz on their needs and lifestyle. 

Orange: Telecommunications on Apple Vision Pro

Immersive technologies are revolutionizing the future of customer experience with spatial computing for a variety of verticals, including telecommunications.

Rather than creating a visionOS app, Orange is enabling Apple Vision Pro users to access the virtual smart home with an Apple Vision Pro-optimized experience for Safari. Orange’s virtual storefront is WebXR accessible, enabling shoppers to further immerse themselves into the environment within a web browser on augmented reality and virtual reality devices such as Apple Vision Pro or Oculus Meta Quest. Within the spatial computer, users are able to step into the Virtual Connected Home, and navigate through the 360-degree space via arrows or the interactive map similarly to the desktop or mobile version.

To learn more about Obsess virtual stores for telecommunications and electronics brands, contact our team at contact@obsessvr.com or book a demo.

Brooklyn-based haircare brand, amika, debuts its first Roblox experience with Obsess. The colorful, play-driven world embodies the brand’s commitment to inclusion, responsibility and sustainability, and leverages their professional credibility to highlight their salon-quality products. An ideal extension of the brand’s purpose, the amikaverse is a community-centric example of how they are meeting their newest generation of customers where they are. 

In the amikaverse, users can learn about the brand as they create and share their own digital products, engage in unique challenges and interact with other characters throughout the environment, fostering creativity and community. 

Besties That Game Together, Stay Together

The name “amika” means friend—the brand emphasizes diversity and inclusion within their experience, from the digital items to the non-playable characters (NPCs) in the games. Choosing Roblox as the end platform was a natural choice as it allows the brand to continue building their community in a social and gamified environment of more than 70 million daily active users, many of whom are young millennials and Gen Z.

Upon entering the amikaverse, visitors are invited to choose a “Bestie” character—a Stylist, a Gardener or a Recycler—to guide them through the immersive 3D experience. Each Bestie leads users into a different themed space with a corresponding custom mini game that makes it easy and fun to learn about amika. The games really contextualize how amika shows up every day in their customers’ lives. 

Stylists take you into the Salon, a mini game centered around inclusivity and product education; players can hone in on their hair expertise by addressing the diverse set of hair concerns presented by various characters, and then solving a quick puzzle. With Gardeners, users venture to the Garden challenge where they have to grow and harvest different ingredients that make up the amika products, showcasing the brand’s naturally derived ingredients in an interactive way. The Recycler path highlights the brand’s commitment to sustainability—in the Recycling space, visitors explore the amikaverse to collect pieces of recyclable materials to then combine into one of five different packaging options inspired by amika’s iconic patterns. Once users have the hair knowledge, ingredients and packaging, they can tap into their creativity and create a custom product to gift to friends within the experience. 

Self-Expression via Roblox User Generated Content

Obsess created exclusive digital wearables that users can shop for in the amikaverse to customize their avatars. As an official member of the Roblox UGC program, Obsess is able to 3D model all avatar items in a brand’s digital collection, and create custom UGCs (avatar accessories) for brands to sell on the platform.

The new amikaverse digital items include a vibrant collection of branded hair accessories, a jetpack made of hair dryers and brightly patterned hairstyles modeled after the brand’s signature packaging. These custom digital items empower self-expression and are available for players to redeem with digital coins collected in the amikaverse. 

The brand also included a digital sweepstakes, offering the first 10,000 visitors who completed the Salon challenge 10 times to receive a digital, limited-edition amika-patterned jacket to wear on the platform. 

According to Roblox, digital self-expression continues to grow in importance to Gen Z. Justine Higueras, Head of Beauty, CPG and QSR at Roblox states “hair customization and curation is more popular than ever on Roblox, and our research shows that avatar hair is the second most important element for 67% of Gen Z consumers to customize on a daily or weekly basis,” underscoring the necessity for amika’s new digital collectables. With the lower cost and ease of expression in immersive spaces, people are in a position to have fun changing up their hairstyles more often. “The opportunity for hair brands is massive on Roblox where over 70 million people connect and communicate daily, and it’s great to see experiences like amika’s that lean into the creativity of the Roblox community and the power of digital self-expression,” Higueras continues.

Virtual Stores for Roblox

Deepen engagement among brand communities and drive long-term loyalty with a Roblox virtual store experience. Obsess works with Roblox to create shopping-focused, high-fidelity virtual stores that give brands a seamless and manageable entry point onto the platform. Obsess-powered virtual stores on Roblox leverage gamification and tactical merchandising to promote purchases. We are able to 3D-ify a brand’s environment at a high fidelity and merchandise it with their digital items. 

In addition to the immersive experience on Roblox, amika and Obsess will be partnering to create a matching web-based virtual store, hosted on their e-commerce site. All Obsess-powered immersive experiences are built for cross-platform distribution, empowering brands to increase ROI and extend their virtual footprint across the web, Roblox, Apple Vision Pro and Meta Quest, and vice versa. 

To learn more about how Obsess can help your brand create a virtual world and sell products on Roblox, request a demo or email us at contact@obsessvr.com.