Source: news.google.com
Held virtually for the second year in a row, Sephora’s annual Sephoria event last week was the latest example of a beauty company leaning into the metaverse.
With 16,000 attendees worldwide, this year’s September 18 event added an NFT giveaway and more interactive games to the virtual “house party” format introduced in 2021.
Like last year, attendees could click into a series of virtual “rooms” where they could watch live-streamed master classes and play games to collect redeemable tokens. By popular demand, the number of games increased this year and users were able to redeem five tokens for 500 points in Sephora’s Beauty Insider loyalty program.
Jess Stacey, Sephora’s senior vice president of external communications, events and experiential marketing, said demand…
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