Q&A with Sephora: Makeup within the metaverse

Insider Intelligence spoke with Kate Biancamano, director of occasions and experiential advertising and marketing at Sephora, about increasing the wonder model’s choices into the digital world. 

II: What’s the SEPHORiA Digital Home of Magnificence? 

Biancamano: SEPHORiA Digital Home of Magnificence is our largest digital occasion by which we provide our Magnificence Insiders a personalized, immersive expertise. The Digital Home of Magnificence had a variety of rooms and a plethora of content material from our model companions and Sephora Magnificence administrators for purchasers to partake in. The entire expertise is supposed to be interactive—with video games for the purchasers to play, reside content material, and on-demand movies. It is a four-hour occasion, so purchasers may peruse the house digitally at their very own tempo.

Purchasers had been within the dwelling theater watching our grasp courses or gathering free nonfungible tokens (NFTs). We heard from our digital occasion final 12 months that purchasers wished extra gaming, so we added seven video games this 12 months to the SEPHORiA occasion. The last word prize for taking part in the video games and gathering tokens was extra Magnificence Insider factors that they might use later to purchase merchandise. 

II: Why market magnificence merchandise inside a digital world? 

Biancamano: Nothing will ever match the in-person expertise, however as a result of we’re capable of create a extra personalized expertise digitally, it permits us to showcase the merchandise otherwise. The place a shopper won’t be capable to go to a retailer and work together one on one with a model founder on any given day, we had been capable of provide that within the digital setting.

II: How will the wonder market change as gaming, NFTs, and the metaverse achieve traction?

Biancamano: The chance to market in additional digital and 3D settings is rising. Manufacturers must mix reside and digital, which is the strategy we’re spearheading with our occasions. For instance, we’re selling our digital occasions for Magnificence Insiders, who can join 100 factors and get entry to digital occasions. There must be perks to why the shopper ought to partake in a digital occasion, and we now have discovered it a profitable technique in successful over purchasers with our points-based rewards. 

This was initially featured within the Retail Each day publication. For extra retail insights, statistics, and developments,subscribe here.