Quick take:
- Givenchy Parfums has become the latest company to jump on the metaverse train.
- The French fashion and perfume house is launching a beauty house on Roblox.
- The immersive world will feature a castle in a nod to Givenchy Parfums’ late founder Hubert de Givenchy’s home.
Givenchy Parfums has become the latest clothing and footwear company to join the metaverse race. The French fashion and perfume house announced on Wednesday it is launching a beauty house on Roblox’s metaverse platform. Givenchy’s immersive world features a castle, created as a nod to the brand’s late founder Hubert de Givenchy’s home.
Scheduled to go live on June 13, 2022, the Givenchy Beauty House will enable users to make their own avatar faces, which they can submit to a contest for a chance to win virtual accessories and rewards.
Commenting on the highly anticipated launch of the live version, Romain Spitzer, chief executive officer of Givenchy Parfums said the decision to jump on the metaverse bandwagon is part of the company’s strategy of “exploring new universes, digital gaming and also social platforms.”
Spitzer stressed the importance for the Moët Hennessy Louis Vuitton-owned Givenchy to continue being the “house of audacity” in this exciting digital era.
“It’s important to be the first in things we do,” said Spitzer, adding: “Not for the sake of being the first. Each time, it’s all about the consumer, about targeting the right consumers or the future consumers where [they are].”
The Givenchy Beauty House is one of a kind, featuring catchy colours that grasp the observer’s attention in an instant. Its structural landscape, which also doubles up as a gaming world looks like a fairytale kingdom built at the centre of a modern cityscape, thanks to the stately castle that honours the memory of the company’s creative founder.
There is also a pool and a makeup station where avatars can virtually style and apply their colour cosmetics.
“That’s really the interest and the distinctive thing about that universe,” Spitzer told Women Wear Daily in an exclusive interview, adding that users can present a face chart in real life that is indistinguishable from their avatars in the metaverse, enabling them to buy products in the store.
The strategy is really, this is an ecosystem — virtual, physical. It is seamless,” he said, adding that people can also connect with “like-minded souls”.
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