Kylie Cosmetics
Enter the KYLIEVERSE
A beloved beauty brand gets a gamified makeover
Appealing to Gen Z’s devotion to gaming and interest in interacting with virtual worlds, our relaunch for Kylie Cosmetics allowed each visitor to customize their own bespoke journey, traveling through the site like a videogame. As visitors enter the site, they are drawn deeper and deeper into a gamified virtual metaverse filled with easter eggs and secret messages. At the end of the experience, users “meet” Kylie’s self-created avatars and view the custom makeup she designed before shopping the look. This site played into Gen Z’s interest in shoppable experiences with an identifiable game “layer” – and also showcased how a compelling brand microverse can engage its visitors through gamified storytelling.
Creative Direction
Content Production
Metaverse Strategy
Services
Multiple collection products sold out within the first 24 hours
Sparked brand innovation with interactive virtual experiences
Results
