Nars Cosmetics builds virtual world for Chinese consumers
Nars Cosmetics has unveiled a virtual world to engage consumers in the city of Hainan, China.
Every Ncoin gained would be saved in the user’s Nwallet, which could then be used to redeem exclusive rewards / NARS Cosmetics
The virtual world, called ’Nonstop Nars Virtual World’ and built by CircleSquare, allows people to customize their own ’Navatar’, a virtual avatar version of themselves that would then act as a tour guide after they sign up for an account.
People are then directed to the makeover room where they can try on Nars products and hairstyles. They can also earn virtual currency, ’Ncoim’, when trying out newly available makeup products with their Navatar and visiting Nars travel retail locations in real life.
Every Ncoin gained is saved in the user’s ’Nwallet’, which can then be used to redeem exclusive rewards and gifts with purchases.
The virtual world, which consists of three rooms (Nonstop Discovery, Nonstop Play and Nonstop Community) is exclusive to China Duty Free in Hainan.
“Travel retail’s migration to the metaverse is undoubtedly happening and it is here to stay,” said Cherifa Ben Slamia, managing director of CircleSquare Asia. “By levitating the omnichannel transition, we are excited to see what the future holds.
“’Nonstop Nars Virtual World’ is an important milestone that marks CircleSquare’s venture into the metaverse and we look forward to being a partner for change with Nars and [parent company] Shiseido in the future.”