Farmacy is getting into virtual gaming.
By the end of June, the farm-to-face beauty brand plans to launch a virtual game called “Farmacy Beauty Lab” on its website. Through the game, users learn about individual ingredients, formulations and Farmacy’s corporate social responsibility partnership with Feeding America. At the end of the game, customers can opt to personalize a bottle of the brand’s Filling Good hyaluronic serum with a short message and add an image from a pre-set icon library for free. Farmacy decided to make this feature consumer-facing (originally it was designed for a virtual press and influencer launch event in April) to make its website more interactive, introduce personalization and increase the amount of time spent on its site.
Gamification is by no means a new phenomenon in the digital beauty world. Brands like Maybelline have tapped Snapchat for its AR activations, while brands like Kiehl’s and Nars have sought to gamify their loyalty programs or online quiz experiences. In a vice versa scenario, gaming apps have also moved to attract beauty brands on their platforms.