Too Faced launches online virtual store

Global cosmetics brand Too Faced has announced the launch of its first ever virtual store, Maison Too Faced.

Created with BrandLab360, the platform aims to merge entertainment with ecommerce to drive brand immersion and education, "unlocking new ways for customers to interact with its hero products and discover the world of Too Faced".

Users will be able to walk through the online space and enter various rooms, such as the Better Than Sex Stairwell, the Born This Way Ballroom, the Hangover Garden and Jerrod’s Atelier.

Users can then interact with and learn about products, shop with their friends, chat with Too Faced associates, watch makeup tutorials and engage with gamification elements that aim to enhance the online shopping experience.

Owned by Estée Lauder Companies, Too Faced is one of several brands in its portfolio to offer virtual customer experiences.

Emphasised by Too Faced, the launch helps to develop the brand's omnichannel strategy and allows for a more direct emphasis on customer service and a digitally-driven approach to retail innovation.

Dan O’Connell and Jennifer Drury, Co-founders of BrandLab360, said: "We have been delighted to partner with Too Faced on this truly ground-breaking project. Our unique technology is at the forefront of the rapidly building momentum of using gamification to elevate e-commerce. We have been incredibly impressed by how forward thinking and innovative the Too Faced and Estée Lauder Companies' teams have been in being early adopters of our truly cutting-edge technology."

The Maison Too Faced virtual platform can be accessed here.