Beauty and skincare brand Elizabeth Arden has launched its first virtual store in the metaverse.

Created in partnership with e-commerce platform Obsess, the virtual experience aims to educate customers about Elizabeth Arden products and the company’s founder.

Users will be able to visit a virtual caller and “jump” into art works and images to immerse themselves in the experience. They will also be able to take quizzes on finding the best products for their skin type and learn about new products.

“Elizabeth Arden has been a leading beauty industry innovator for the past 120 years and we are thrilled to launch our first metaverse shopping experience in partnership with Obsess,” said Martine Williamson, global chief marketing officer.

“We are truly operating as an omnichannel business to evolve our customer experience and engage a whole new generation of shoppers about our products and legacy through digital storytelling,” Williamson added.

The move comes after Burberry recently partnered with Roblox for a virtual handbag collection and Forever 21 set up a virtual shop on the platform.

Earlier this week, clothing retailer H&M launched a game in the metaverse to promote a collection based on Stranger Things.

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