Amika, in partnership with Obsess, has launched its first immersive virtual experience, The Amikaverse.
The Amikaverse allows users to learn about the brand as they create and share their own digital hair care products, engage in unique challenges and interact with other characters throughout The Amikaverse environment.
Upon entering The Amikaverse, visitors are first invited to choose a "Bestie" character in the form of a Stylist, a Gardener or a Recycler to guide them through the immersive 3D experience. Each Bestie leads users into a different themed space with a mini game that makes it easy and fun to learn about Amika.
In the Salon challenge, a diverse cast of characters will present different hair concerns to users, who have to choose the right Amika products to address the issue and then solve a quick puzzle.
In the Garden challenge, users can grow and harvest different ingredients that make up Amika products.
And in the Recycling space, visitors explore the Amikaverse to collect pieces of recyclable materials, which they then combine to recycle into one of five different packaging options inspired by Amika's patterned designs.
Amika and Obsess will be partnering to create a matching web-based virtual store, which will be coming to Amika's e-commerce site in 2024.
Shannon Otto, senior director of consumer engagement at Amika, said, "Roblox is a natural place for us to continue building our community. The Amikaverse is an ideal extension of our brand purpose, and a prime example of how we're meeting our next-gen customers where they are. Amika has roots in the salon community and we're a proud friend to the planet—using naturally derived ingredients and PCR packaging is table stakes for us. All of these things come to life in a beautifully immersive way in the Amikaverse, and we're excited to partner with Obsess as we build our community on Roblox."
Neha Singh, founder and CEO of Obsess, said, "Amika is a leader in the premium hair care space, pioneering new experiences that meet young consumers on their own terms. The Amikaverse immerses visitors in a virtual experience that is both visually stunning and perfectly aligned with the brand's look and feel. For example, the garden-themed challenge allows Amika customers to grow and harvest the ingredients that make up the brand's products—it's taking consumer education to a new level. We're proud to partner with Amika to deepen engagement among its community and drive long-term loyalty for the brand."
