Elizabeth Arden opens first virtual store with Obsess

Elizabeth Arden, the iconic beauty brand, has taken a bold step into the future of retail by launching a shoppable virtual store in partnership with experiential eCommerce platform Obsess. The immersive virtual shopping experience is designed to appeal to a new generation of tech-savvy consumers who value convenience, personalization, and engaging digital storytelling.

The virtual store offers customers an interactive and realistic shopping experience, allowing them to browse through the entire product catalog, converse with product experts in real-time, virtually try on products, and receive personalized recommendations. This innovative approach to online shopping aims to bridge the gap between traditional brick-and-mortar stores and eCommerce, providing customers with the best of both worlds.

Elizabeth Arden's target audience for this virtual store includes younger consumers who have grown up with digital technology and are accustomed to interactive and visual experiences on social media and video games. By offering a seamless and immersive shopping experience, the brand hopes to attract and engage these digitally native shoppers, while also showcasing its rich heritage and industry-leading skincare, makeup, and fragrances.

In addition to the virtual store's interactive features, visitors can immerse themselves in historical photos that tell the story of the brand and its founder, play games and take quizzes to learn about skincare products and regimens, and collect tokens as they browse through the site to win prizes. Customers in the United States can also make purchases directly from the virtual store, further enhancing the convenience factor.

Revlon Global Chief Marketing Officer Martine Williamson said in a press release, "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."

With the launch of its shoppable virtual store, Elizabeth Arden demonstrates its commitment to staying ahead of the curve in the rapidly evolving retail landscape. By embracing cutting-edge technology and catering to the preferences of today's digitally savvy consumers, the brand is well-positioned to capture the attention and loyalty of a new generation of beauty enthusiasts.