Benefit Cosmetics enlists immersive e-commerce company Obsess for its first 3D virtual shopping experience

Benefit Cosmetics has announced the launch of its first virtual 3D shopping experience, The Benemart, in partnership with Obsess.

This is available in countries including the United States, United Kingdom, Germany, and France beginning 4th November. Shoppers will have a chance to add Benefit's sets to their digital cart, virtually try on their favourite products, shop with friends, and play games with a chance to win discounts at checkout.

"The Benemart is our very first 3D virtual shopping experience, and we are thrilled to welcome visitors inside to experience beauty like never before,” says Toto Haba, SVP Global Omnichannel Marketing at Benefit Cosmetics.

“This immersive shopping adventure blends our unique brand storytelling with the unforgettable, grocery inspired world that only Benefit can offer. Making people feel good and having fun is part of our DNA, so leading with entertainment to bring our holiday collection to life was a no-brainer.”

"Obsess has been a strong partner in creating a branded world that blends storytelling with play-driven discovery in a way that elicits the same kind of thrill as the in-store shopping experience. The virtual experience mimics a video game, which we know is something that will resonate with young digital shoppers."

Shoppers can grab a cart and browse the aisles of The Benemart as avatars, which can be customised with a variety of outfits and makeup looks inspired by Benefit's bestselling products across brows, pores, lashes, cheeks and more.

They can use a ‘shop with friends' feature that allows groups of shoppers to voice chat, play games and shop together as avatars in real-time.

"We know that a majority of Gen Z and younger shoppers consider gaming as 'the new social,' which is why it's so imperative that brands like Benefit tap into commerce initiatives that essentially turn the traditional website into a full-on branded video game," says Neha Singh, Founder and CEO at Obsess.

"The virtual Benemart sets a new standard for gaming-inspired commerce, cementing Benefit as a leader in connecting with the next generation of shoppers."

The site will also help shoppers find personalised product recommendations through Benefit's Holiday Gift Guide, which features a quiz to match users with the perfect products based on their answers. Shoppers will also have the opportunity to virtually try-on brow products and add them to their cart directly from the virtual experience.

Throughout the holiday season, shoppers can also join in on scavenger hunts to collect virtual "grocery baskets" hidden throughout the experience for rewards and discounted sets. Likewise, in a lottery inspired scratch off game, visitors can scratch and play to match cards and win a prize.

2024 RTIH Innovation Awards

Obsess is among the finalists at the 2024 RTIH Innovation Awards.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Obsess is shortlisted in the Virtual Store of the Year category for partnering with J.Crew, e.l.f cosmetics, Alo Yoga and Mytheresa earlier this year to develop the first shopping apps for Apple Vision Pro, which combined Apple’s spatial computing technology with its proprietary virtual shopping technology.

Check out a full rundown of our 2024 finalists here,

Key 2024 RTIH Innovation Awards dates:

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.