Givenchy is the latest beauty brand to launch a metaverse, a first for the LVMH-owned brand.
The Givenchy Beauty House platform, hosted via gaming website Roblox, includes different virtual areas inspired by the brand's heritage.
The virtual gardens showcase the brand's origins, meanwhile, the Irresistible dance floor and the L’Interdit forbidden station are inspired by Givenchy's two flagship fragrances.
Users can also engage with digital make-up stations, photobooths and a swimming pool.
Computer-generated vending machines have been created with Le Rouge lipstick-branded cross body bags for the users' avatar to wear.
Avatar's can also recieve a Givenchy-themed beauty makeover.
"With the Givenchy Beauty House, Givenchy Parfums and Roblox provide a place where beauty has no limit, allowing players to fully express themselves through their avatar," said the French brand in a statement.
The Gang, a Swedish game development studio, was hired to create the Givenchy branded metaverse. Gucci and Vans are among The Gang's previous clients.
Givenchy is an early adopter of video game and Web 3 marketing. It was one of the first prestige brands to offer branded looks on Animal Crossing, a Nintendo video game that became a massive hit during the pandemic.
It then jumped on the NFT craze last summer by launching a Pride-themed digital art collection with Rewind Collective.
The series sold out in two seconds and raised nearly US$120,000 for LGBT+ charity Le MAG Jeunes association.
In November 2021, Givenchy also launched an NFT collection with Mexico-based airbrush artist Chito.
The race to create immersive brand experiences in the metaverse has intensified.
In June, NYX co-created a metaverse-based Pride parade, Byredo launched its 'scent of the metaverse' and hair care brand Sunsilk used the technology to target female gamers.