Buxom Cosmetics Enters The Metaverse

With digital consulting company Publicis Sapient, Buxom will enter the metaverse for the first time on January 17 with a gamified experience in the virtual world of Decentraland.

Publicis Sapient will lead the development of the metaverse, integrating the company’s core capabilities – strategy and consulting, product, experience, engineering and data and AI – to bring it to life.

The partnership comes on the heels of the launch of Buxom’s best-selling Plump Shot franchise with the new Sheer Tints collection, which will be included in various ways throughout the experience of “Plumpverse.” Available in 15 glossy sheer shades, Sheer Tints are packed with vegan collagen, peptides and moisturizing oils to visibly plump, smooth and condition to deliver both instant and accumulative healthy-looking results.

The live experience will be held from January 17 to June 2023 with a different, dedicated event each month. Inspired by the brand DNA rooted in entertainment and music, the experience is tied to a nightclub theme. Each month, users can unlock new rewards (discounts are available on Buxom products and free samples) by completing specific tasks and games; collect limited-edition proof of attendance protocol from each event for the chance to win a year’s worth of Buxom products. Consumers can virtually try on shades of Buxom’s new Plump Shot Sheer Tint using an AR filter.

“Individuality, distinctiveness and originality encompass the core values of our brand that we established in 2006, which is also the mantra of the current, younger generation,” said Buxom Brand President Sidi Drissi. “Web3 is an amazing opportunity for our consumers to express who they are, or who they want to be, without the fear of being judged. It pushes the boundaries of interactive and interpersonal experiences more than ever before.”

Many beauty brands have entered the metaverse. As high as 60% of Millennials want to make purchases in virtual worlds. As consumers spend time in virtual spaces, their digital selves become critical to marketers.

Last November, TRESemmé became the first brand in Pakistan to join the metaverse.