New Industry Innovation Enables Any Brand to Create Its Own Customized Metaverse Experience. Charlotte Tilbury Is First Partner to Launch “Branded Avatars” as Part of Its Immersive Holiday Shopping World.

Obsess, a leading experiential e-commerce platform enabling brands to create immersive virtual stores, today launched “Branded Avatars,” a first-of-its-kind industry technology that enables brands to customize the look-and-feel and character style of shopper avatars to create branded metaverse experiences on their e-commerce sites. The new capability then lets shoppers personalize all aspects of their branded avatar, including skin tone, facial features, body shape, clothing and makeup.

Charlotte Tilbury is the first brand to partner with Obsess to offer the innovative new functionality, introducing it as part of its Charlotte’s Beauty Realm holiday wonderland to further personalize the virtual store experience and deepen its connection with customers.

While consumers could create avatars in mobile apps and gaming environments previously, Obsess’s new technology represents the first time shoppers will be able to customize their own avatars in a browser-based virtual store environment—with no download, signup, login or fee required. The function also allows shoppers to apply complete makeup looks to their avatars for the first time ever, giving brands the opportunity to curate unique beauty looks for their customers.

In addition, the new function enables friends to shop and attend events together in real time with their friends’ avatars. Shoppers can use their personalized avatars to walk through and experience the virtual environment together, discovering, learning about and purchasing products, all while interacting and conversing in real time.

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“Innovative brands have been looking to incorporate more personalization, gamification and social interactivity into their virtual store experiences to make shopping in these environments more engaging, social and fun—essentially more like shopping in real life,” said Neha Singh, Founder and CEO of Obsess. “We’re thrilled to launch this industry-first innovation and to push avatar technology forward for all consumers outside of gaming environments. Our platform now enables brands to create their own custom metaverse on their site—where both the environment and avatar style match the brand’s look-and-feel—to give consumers an unforgettable shopping experience.”

“We’re thrilled to continue our partnership with Obsess and to launch an exciting new avatar functionality within Charlotte’s Beauty Realm that allows customers to experience our holiday campaign in another dimension,” said Corinne Suchy, Chief Growth and Technology Officer, Charlotte Tilbury. “We have broken new ground with Obsess as we use advanced technology capabilities to create personalization options that offer a phenomenal level of detail that one would expect from a brand led by a visionary like Charlotte Tilbury.”

The new technology builds on Obsess’s previous launch of its Shop with Friends capability and gives brands a new way to drive customer engagement, dwell time, AOV and conversion while providing their customers with a delightful way to express their individuality and style through their avatars.

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