Quick take:
- Shoppers can also personalise all aspects of their branded avatar, including skin tone, facial features, body shape, clothing and makeup.
- Luxury makeup and skincare brand Charlotte Tilbury is the first to partner with Obsess to offer the new functionality.
- The new function enables friends to shop and attend events together in real-time using avatars.
Obsess, an experiential e-commerce platform enabling brands to create immersive virtual stores, today launched “Branded Avatars,” its new technology that allows brands to customise the look-and-feel and character style of shopper avatars to create branded metaverse experiences on their e-commerce sites.
The new function also allows shoppers to personalise all aspects of their branded avatar, including skin tone, facial features, body shape, clothing and makeup. While consumers could already create custom avatars in mobile apps and gaming environments, Obsess claims that its new “Branded Avatars” technology represents the first time shoppers will be able to customise their own avatars in a browser-based virtual store with no download, signup, login or fee required.
Shoppers can also apply complete makeup looks to their avatars, giving brands the opportunity to create unique beauty looks for their customers. Luxury makeup and skincare brand, Charlotte Tilbury, is the first to partner with Obsess to offer the new feature.
“We’re thrilled to continue our partnership with Obsess and to launch an exciting new avatar functionality within Charlotte’s Beauty Realm that allows customers to experience our holiday campaign in another dimension,” said Corinne Suchy, Chief Growth and Technology Officer, Charlotte Tilbury.
Building on Obsess’s previous launch of its Shop with Friends capability, the new function also enables friends to shop and attend events together in real-time using their personalized avatars. They can walk through and experience the virtual stores together, discovering, learning about and purchasing products, all while interacting and conversing in real-time.
“Innovative brands have been looking to incorporate more personalization, gamification and social interactivity into their virtual store experiences to make shopping in these environments more engaging, social and fun—essentially more like shopping in real life,” said Neha Singh, Founder and CEO of Obsess. “We’re thrilled to launch this industry-first innovation and to push avatar technology forward for all consumers outside of gaming environments.”
Disney recently launched its Web3 music store in partnership with Obsess. The platform has created immersive virtual stores for major luxury fashion and beauty brands including Fendi, Christian Dior, Nars, Dermalogica as well as media brands such as NBC Universal and Universal Music Group.
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