Givenchy Parfums enters Metaverse with Roblox

Givenchy Parfums has entered the Metaverse with global online platform Roblox, offering consumers the opportunity to explore its new online world inspired by the brand's products and heritage.

Collaborating with Swedish developer The Gang, Givenchy's Beauty House allows visitors to access a variety of different areas including an 'Irresistible dance floor' and 'L’Interdit forbidden station', both inspired by two Givenchy fragrances.

Users can also access makeup stations, a photobooth and a swimming pool decorated in Givenchy style, along with vending machines full of Le Rouge lipstick cross-body bags.

The bag is part of a collection of five digital items inspired by Givenchy fashion accessories, which users can earn within the online experience. The collection also includes a backpack, branded cap, 4G glasses and a padlock chain.

Givenchy's launch into the Metaverse develops its involvement with digital partnerships, following the brand's collaboration with Animal Crossing in 2020 and the launch of its first NFT in 2021.

Givenchy is the latest beauty brand to enter the Metaverse, following a number of brands including Byredo, Clinique, NYX Cosmetics and Lottie London.