PARIS — Givenchy Parfums is launching its own universe in Roblox, marking the primary immersive beauty experience to go live to tell the tale the metaverse platform.

Replete with its own castle (nodding to the brand’s late founder Hubert de Givenchy’s stately home), metro station and pool, the Givenchy Beauty House gives users the potential of making up their very own avatars’ faces, and winning virtual fashion accessories and contests.

It’s on account of go live to tell the tale June 13.

Romain Spitzer, chief executive officer of Givenchy Parfums, said in an exclusive interview that the move is an element of the brand’s ongoing strategy that involves “exploring recent universes, digital gaming and in addition social platforms.”

He added it is essential for LVMH Moët Hennessy Louis Vuitton-owned Givenchy — whether in beauty or in fashion — to stay “the home of audacity.”

“It’s essential to be the primary in things we do,” said Spitzer, explaining: “Not for the sake of being the primary. Every time, it’s all concerning the consumer, about targeting the proper consumer or the long run consumer where [she or] he’s.”

The Givenchy Beauty House, wealthy in saturated colours, is sort of a magic kingdom surrounded by a cityscape. Visitors there wander through the castle-cum-gaming universe. Central to that is the Irresistible dance floor, where avatars can showcase moves choreographed specifically for the space. (Irresistible is certainly one of the home’s bestselling fragrances.)

Once every minute, a burst of powder wafts onto the dance floor, winking to Givenchy’s iconic Prisme Libre product.

Avatars can virtually style and apply their color cosmetics in a makeup station.

“That’s really the interest and the distinctive thing about that universe,” said Spitzer, who explained it’s going to ultimately be possible for somebody to present a face chart in the actual world that corresponds to their avatar’s makeup looks with the intention to buy the products in store.

“The strategy is actually, that is an ecosystem — virtual, physical. It’s seamless,” he said.

There may be also the potential of finding like-minded souls.

“You possibly can invite your folks. You’re connected with other players,” said Yacout El Glaoui, chief marketing officer of Givenchy Parfums.

Avatars with an adventurous spirit can descend into the L’Interdit subway station, taking its name from one other of Givenchy’s emblematic perfumes, and created as a darker, more mysterious atmosphere. (There are not any virtual subways here, nonetheless, since they’re banned for security reasons from Roblox.)

Every Paris metro has a photograph booth to snap ID shots, and it’s no different for the one in Givenchy’s. In a close-by vending machine, an avatar can win a virtual Le Rouge lipstick crossbody bag.

In all, there will probably be five digital items fans can earn inside the experience. These include a branded cap and padlock chain — each inspired by Givenchy fashion.

“There will probably be very limited quantities, because that has high value,” Spitzer said.

Available, too, are to be makeup contests for avatars, which must replicate a glance linked to a selected theme to win an item. Those involved can parade on a catwalk, where the most effective looks will probably be voted on.

“This will probably be a living landscape,” added Spitzer, who said — for example — during Christmastime, the Givenchy Beauty House can appear different than today. Fragrance and skincare may also pop up within the immersive realm, in newfangled ways.

“It will probably change into a communication platform, where we could imagine that we’ve got an avant-premiere launch or specific [product] discoveries,” he said.

Givenchy Parfums collaborated on its Roblox universe with The Gang, a Swedish developer studio.

Givenchy Parfums was already a luxury beauty brand pioneer within the metaverse, when it entered the Animal Crossing game with virtual makeup in 2020, and the NFT space last 12 months.

Today, rising consumers are also firmly entrenched on Roblox, where players create and modulate virtual worlds.

“It’s really talking to a future generation of consumers — very young those who can have access to the brand in a really different way: approachable, playful, super immersive and interactive with the brand,” Spitzer said.

With such initiatives, customization and a high experiential factor are key, too.

Roblox has greater than 50 million each day energetic users and an almost on-par mixture of female and male players. Fifty-two percent of the community is older than 13 years, and the fastest-growing cohort is the 17- to 24-year-old set.

In the hunt for self-expression, one in five of the gaming platform’s each day energetic users updated their avatars each day in 2021.

Spitzer added that the Givenchy project in Roblox is “all about exploring and in addition getting access to our key products that we wish our recent consumers or recent prospects to have access to, but in a totally different way.”

In most ways, there are not any rules within the metaverse.

“It’s a totally recent universe, and the potential is limitless,” Spitzer said.

“There may be one rule: How will we stay true to our brand [and its] DNA,” continued El Glaoui.

Givenchy has been a groundbreaking luxury beauty brand the metaverse before. In honor of Pride Month last June, the brand collaborated with London gallerist and LGBTQ supporter Amar Singh and artists from the Rewind Collective to create a digital work that was sold to profit the association Le MAG Jeunes, or Mouvement d’Affirmation des Jeunes Gais, Lesbiennes, Bi et Trans, for people aged 15 to 30.

That syncs with Givenchy Parfums’ corporate and social responsibility strategy, dubbed Dare to Reinvent, which spans every thing from products to how it really works with teams and bonds with society.

In the actual world, it partnered with Paris’ Beaux-Arts de Paris, the college of tremendous arts which de Givenchy the designer attended, to financially back students from all social and cultural backgrounds.

Engaging consumers is crucial for all brands today. The Givenchy Beauty House brings that right into a recent realm.

“We’re really working on direct-to-avatar communication,” Spitzer said. “That is just the start of a recent story.”

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