Quick take:
- The metaverse experience is built for Gen ‘Zalpha’, Claire’s target audience.
- Visitors can create and style their own personalized avatars.
- ShimmerVille is an evolving experience that stretches into the physical world through products.
Claire’s, the American retailer of accessories for teens and tweens, today debuts ShimmerVille, an original franchise which was created to empower self-expression and personal style for its audience, the Gen ‘Zalpha’, in the metaverse.
Visitors to ShimmerVille can create and style their own personalised avatars as well as interactive emotes on Roblox for an enhanced experience. The virtual community space also marks Claire’s investment in a ‘phygital’ future.
ShimmerVille is an evolving experience that stretches into the physical world through products as well as opportunities for original content and engagement. At launch, community members can outfit their avatars with jewelry and accessories also available for purchase in real life at Claire’s stores.
Additionally, Claire’s will also join forces with like-minded brand partners through limited-edition merchandise, one-of-a-kind pets, themed housing, games and activities.
ShimmerVille will launch with six interconnected destinations and be powered by its own economy. Visitors can earn digital currency through fun retail jobs, playing mini-games or just spending time in the experience, and later use the earnings to accessorise their avatars, personalise their virtual homes and gain access to special events and partner experiences.
“Our consumers sit at the intersection of the physical and digital spaces, and by creating a footprint in Roblox and bridging those worlds, we are creating a uniquely ‘phygital’ experience to drive community, brand love and our business,” said Kristin Patrick, EVP and Chief Marketing Officer of Claire’s.
For the concept and development, Claire’s partnered with Wonder Works Studio, a next-generation interactive media and gaming company known for its expertise within Roblox and innovative, immersive experiences. In addition, Claire’s has also made a financial investment into Wonder Works Studio.
Also launching today to encourage self-expression in the virtual world, Philips Norelco’s ‘Shavetopia’ is an interactive hub on Roblox that gives users the ability to choose from a variety of avatar facial hairstyles. The virtual experience helps extend the men’s grooming brand and the important social causes it supports to the metaverse.
From now to Nov 30, everyone – regardless of gender identity or ability to grow a moustache – is encouraged to participate in Movember virtually by trying on and purchasing one of Movember’s facial hairstyles in the Avatar Marketplace for their Roblox avatar.
Visitors can also try virtual hairstyles and play mini-games featuring unique Philips Norelco power-ups, which allow players to earn bonuses.
Any proceeds generated by purchases of facial hairstyles in Shavetopia will go directly to bolster Movember’s work in supporting mental health and suicide prevention, as well as prostate and testicular cancer awareness.
“With our purpose of improving people’s lives at the forefront of everything we do, Philips is taking our philanthropic efforts into exciting new territory by applying that purpose to self-expression and confidence in both the real world and virtual worlds,” said Rafael Viestel da Silva, Philips Grooming and Beauty Marketing Director.
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