Retail technology innovation of the week: Benefit Cosmetics embarks upon immersive shopping adventure

Retail Technology Innovation of the Week is a series brought to you by RTIH, and sponsored by 3D Cloud, highlighting stand out deployments, launches, and initiatives by retailers and tech suppliers.

Every week, we will showcase forward thinking tech plays that have impressed our Editor and the Retail Technology Innovations Report judging panel, alongside the publication of the 2024 report.

So far, we’ve flagged up sterling work being done by Ocado Retail, Decathlon, Lacoste, Downtown Spirits, TalkShopLive, Huck’s, Rovertown, Wing, Nobody’s Child, IKI, Pixevia, A.L.C., Archive, Therabody, Outform, Kingfisher, PMC, Boots UK, Ocula Technologies, Grace O'Malley Irish Whiskey, Metacask, Ikea, Carrefour Belgium, Matalan, and McDonald’s.

And this week we’re focusing on Benefit Cosmetics, which 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

Immersive experiences are a key focus area for the sixth edition of the RTIH Innovation Awards, which are now closed for entries.

The awards, sponsored by Vista Technology Support, 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.

Key 2024 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.