Retail in Asia


Nars launches virtual world for Chinese consumers

This April, luxury beauty brand Nars unveiled a virtual world to engage with Chinese consumers and drive awareness on the brand’s bestsellers and Travel Exclusive collection. Dubbed “NONSTOP NARS Virtual World”, the experience is exclusive to China Duty Free (CDF) in Hainan, China. 

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Upon entering the virtual world, users can customize their own NAVATAR, a virtual avatar version of themselves that would act as a tour guide throughout the journey on the platform. Users would then be transported to the makeover room, where they could try on  NARS makeup products, fashion outfits and hairstyles. 

Users are rewarded with virtual currency, NCOIN, for a variety of interactions they have with the brand, from trying out newly available makeup products for their NAVATAR, to visiting NARS Travel Retail locations in real life. Every NCOIN gained would be saved in the user’s NWALLET, which could then be used to redeem exclusive rewards, gifts with purchase, etc.

NONSTOP NARS Virtual World consists of three rooms:  NONSTOP Discovery, NONSTOP Play and NONSTOP Community, connected by NONSTOP Hall located in the centre of the virtual world. Users can navigate from one room to another.

​​Prior to the activation of NONSTOP NARS Virtual World, the brand has already been implementing various digital tools to facilitate O2O journeys, e.g. AR, AI, virtual try-on, virtual consultation and virtual store.

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NONSTOP NARS Virtual World marks the next step of NARS’ venture into the virtual world, created in partnership with CircleSquare to connect NARS with their customers in the world of travel retail, bridging the communication between both online and offline spheres.