Tatcha, Givenchy Parfums, and Glossier
In the real world, the idea of walking up to a beauty counter and touching a display product—and then putting it on my face—sends a chill down my spine. I know I’m not alone, which leaves those of us in the beauty world to wonder: where does an industry that’s so tactile go from here? (An intense conversation for a later date.)
But Margaux 2.0, a resident of Fondue Island on Animal Crossing, has an idea. Just this morning, after peaches for breakfast, she hopped on a Dodo Airlines plane and headed to Tatchaland. Created in collaboration with Claire Marshall, Tatchaland is dedicated to beauty brand Tatcha’s newest launch, The Rice Wash. On the island you can learn about the ingredients that make up the creamy, pH-neutral, gently exfoliating cleanser, as well as take part in wellness rituals like meditation and yoga with Alo (in a custom Alo x Tatcha ‘fit!), and even win a travel-sized version to try. You too can visit this Daniel Martin-approved dream island starting August 14th in Animal Crossing.
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“When COVID-19 hit and we had to ask ourselves: How can Tatcha continue to connect with our community from a distance?” says the brand’s chief marketing officer Sarah Curtis Henry says via email. “It’s nearly impossible to replicate the sensorial experience of in-store shopping, but Animal Crossing allows us the chance to translate the journey into something that is more than just skin deep.”
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Tatcha’s latest venture joins other beauty brands like Glossier and Givenchy. In real life, I can’t get my hands on one of Glossier’s eternally sold out millennial pink hoodies, but Margaux 2.0 can by simply taking a trip to Nook Street Market.
Margaux 2.0 pairs it with Givenchy’s Prisme Libre powders and Le Rouge lipsticks, which are also available to test and try in the game.
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Animal Crossing isn’t the only virtual reality platform beauty lovers have been escaping to lately. Makeup artist Rowi Singh has been creating beauty looks on her avatar in the virtual world of Sims 4, using the game’s collaboration with with M.A.C Cosmetics.
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“I feel that the beauty community is flourishing even more [during shelter in place] as creators flock to their artistry as a way to connect to their audience and other creators,” Singh says, noting that cross-continental collaborations are easier than ever. “Curating looks virtually for my Sims character is therapeutic. If only doing my makeup was that quick in real-time!”
Digital fashion is nothing new—and devices that could help you “try on” a beauty look instantly have been around for years, too. But having your beauty routine and makeup looks influenced by a video game? That’s only something that would reasonably exist when… well, we never leave our homes.
Although I’m physically trapped in my tiny East Village apartment, I’m mentally on Fondue Island. There, everything is calm. Margaux 2.0 doesn’t have mascne. She washes her face with The Rice Wash, puts on her Glossier hoodie, and paints her face with Givenchy makeup—and I’m jealous of her glowing skin, cute outfit, and avant-garde makeup look. Right now, she’s the one who has people to see. But one day (hopefully soon), that’ll be me. And when that day comes, I’ll be channeling everything Margaux 2.0 taught me.
Givenchy
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