London-based fragrance brand Gabar has stepped into the virtual world by launching a store in the metaverse.
Hosted on the commerce-focused Onewayx metaverse platform, the virtual store boasts a minimalist design and is set in a desert landscape. It showcases Gabar’s top fragrances, including the floral Float Eau De Parfum and the woody Ground Eau De Parfum.
Visitors to the virtual store can explore the products interactively, learning about each scent’s composition and description with just a click. If they find a favorite, they can add it to their cart and proceed to checkout on the Gabar website. As an incentive, Gabar is offering a 25% discount code for purchases made through its metaverse store.
While this marks Gabar’s inaugural foray into the metaverse, other fragrance and beauty brands have already ventured into the virtual space and embraced Web3 technologies.
For instance, in July 2023, L’Occitane partnered with the virtual studio Emperia to launch a virtual store, followed by a Christmas-themed version in November 2023. Other brands such as Dior Beauty, Armani Beauty, Clinique, and Laura Mercier have also explored metaverse opportunities.
The metaverse is emerging as an alternative way for brands to showcase and sell products. It provides a unique avenue for brands to share their stories and offer customers in-depth knowledge about their products, fostering a closer engagement. Unlike traditional e-commerce sites, metaverse stores offer, in fact, a more immersive, 360-degree shopping experience, incorporating social interaction and gamification.
Recent statistics indicate that 60% of gamers have used the metaverse for non-gaming activities like socializing and shopping. A Gartner report predicts that by 2026, 25% of people worldwide will spend an hour or more in the metaverse daily, with at least 30% of organizations offering products and services in this digital realm.
These trends contribute to the anticipated growth of the global metaverse market, projected to reach $936.57 billion by 2030.