Benefit Cosmetics has partnered with immersive experience company Obsess to launch a new 3D shopping experience.

The Benemart offers customers a digital space to shop for products, virtually try on cosmetics, and play games to win discounts.

Additionally, users can browse the virtual shop as avatars, which can be customised with outfits and make up looks inspired by benefits products.

Benefit said the experience is designed to be social, with users able to shop with friends, take quizzes together to find their ideal products, and use voice chat.

Throughout the festive season, Benefit said that shoppers can join in on scavenger hunts to collect virtual "grocery baskets" hidden throughout the experience for rewards and discounted sets. They can also take part in a scratch-off game to match cards and win a prize.

The experience is available to shoppers in the US, UK, German and France.
Benefit added that it is also launching the Benemart in-person via store pop-ups throughout the UK for those that want to “stroll the aisles in real life.”

"This immersive shopping adventure blends our unique brand storytelling with the unforgettable, grocery-inspired world that only Benefit can offer," said Toto Haba, SVP global omnichannel marketing at Benefit Cosmetics. “The virtual experience mimics a video game, which we know is something that will resonate with young digital shoppers."

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