Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies across consumer, technology, sustainability, economy, policy, and industry.
What is it?
Beauty retailer Benefit has launched its first virtual 3D shopping experience called “The Benemart”.
In partnership with immersive experience company Obsess, this online activation has launched in the UK, US, Germany and France for customers to browse the beauty aisles as avatars.
Avatars can be customised with make-up looks using Benefit’s products, and users can engage in a shop with the friends feature for shoppers to voice chat, play games, and browse together.
The digital experience arrives as Benefit unveils its fourth Benemart-themed pop-up, opening on November 13 at its flagship shop in London’s Carnaby Street.
The new pop-up will feature shelves stocked with grocery-inspired beauty products such as “whole latte lashes”, coffee cup stocking fillers and reusable “lookin’ crisp” packet make-up bags.
Why does it matter?
Benefit said the new concept aims to give an “unconventional and unparalleled” experience for customers. The implementation of the virtual Benemart offers shoppers a unique, fun, experiential way to explore makeup.
Obsess founder and chief executive Neha Singh said: “We know that a majority of Gen Z and younger shoppers consider gaming as ‘the new social’, which is why it’s so imperative that brands like Benefit tap into commerce initiatives that essentially turn the traditional website into a full-on branded video game.”
Through Benemart, users can also access product recommendation quizzes and virtual scratch-off games, bringing personalisation and creativity to elevate the user experience.
Strategic implications
While the physical Benemart has popped up before in the likes of Selfridges, this is the group’s first foray into a 3D virtual world.
Having a virtual element makes the experience more permanent and accessible to a wide range of Benefit shoppers, not just those passing by the pop-up.
“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”
- Toto Haba, senior vice president of global omnichannel marketing, Benefit Cosmetics.
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