Givenchy is the first luxury makeup brand to collaborate with Animal Crossing, and those who play Animal Crossing: New Horizons will find that they can now enhance their in-game avatar with different virtual makeup looks. Since the game's release, players have been treated to a variety of different clothing looks from luxury brands but this is the first time players can try on Parfums Givenchy's Prisme Libre powders and Le Rouge lipsticks in-game. There are also playful embellishments that include the house’s iconic logo.
On Instagram, Givenchy Beauty is giving away codes for the game so that players can claim them through the Nook Street Market.
Especially during a global pandemic, Animal Crossing: New Horizons has become an engaging way for brands of all sorts to engage nostalgic Millennials and Gen Z.
Image Credit: Givenchy Beauty
Key Themes Behind This Trend
- Virtual Brand Collaborations
- The collaboration between Givenchy Beauty and Animal Crossing highlights the trend of luxury brands partnering with virtual platforms to engage with younger generations.
- In-game Beauty Customization
- The ability to enhance in-game avatars with virtual makeup looks in Animal Crossing shows the trend of personalized and customizable beauty experiences within gaming environments.
- Brands Capitalizing on Nostalgia
- Animal Crossing's popularity among Millennials and Gen Z provides an opportunity for brands to connect with these demographics through nostalgic gaming experiences.
Where This Applies
- Luxury Makeup Brands
- Luxury makeup brands can explore virtual collaborations with gaming platforms to reach a younger audience and offer unique in-game beauty experiences.
- Gaming Industry
- The collaboration between Givenchy Beauty and Animal Crossing demonstrates the potential for gaming platforms to become a lucrative avenue for brand collaborations and product integrations.
- Social Media Marketing
- Givenchy Beauty's giveaway on Instagram highlights the opportunity for brands to leverage social media platforms to engage consumers and promote exclusive collaborations.
