A Beloved Beauty Brand Gets a Gamified Makeover

Appealing to Gen Z's devotion to gaming and virtual worlds, our virtual relaunch of Kylie Cosmetics allowed each visitor to customize their own bespoke journey through the site, traveling like a player navigating a video game. As they delved deeper into the experience, users immersed themselves in a gamified Kylieverse filled with interactive easter eggs and secret messages.

At the culmination, visitors "met" Kylie's self-created avatars and viewed and shopped the custom makeup she designed. By weaving in Gen Z's penchant for shoppable experiences with an identifiable gaming layer, this site showcased how a compelling brand microverse can engage its audience through innovative, narrative-driven storytelling.