Elizabeth Arden enters the metaverse

Iconic beauty brand Elizabeth Arden has launched its first-ever immersive virtual store experience

Created in partnership with ecommerce platform Obsess, the fully shoppable experience is designed to engage Elizabeth Arden’s more digitally driven consumer base by allowing customers to experience the brand’s products and learn about the woman behind this iconic brand.

“Elizabeth Arden has been a leading beauty industry innovator for the past 120 years and we are thrilled to launch our first metaverse shopping experience in partnership with Obsess,” said Martine Williamson, global chief marketing officer. “We are truly operating as an omnichannel business to evolve our customer experience and engage a whole new generation of shoppers about our products and legacy through digital storytelling.”

The Elizabeth Arden virtual store experience brings the company’s rich history to life through interactive content and iconic images that tell the story of its female founder, her impact on the beauty industry and the brand’s evolution. The space features gallery-style art that visitors can “jump” into to immerse themselves in the historical scenes depicted in the artwork and photos.