NARS Cosmetics has built a virtual world to engage Chinese consumers in the city of Hainan in China.The virtual world, called “Nonstop NARS Virtual World” and built by CircleSquare, allows people to customize their own Navatar, a virtual avatar version of themselves that would then act as a tour guide after they sign up for an account.People are then directed to the makeover room, where they could try on NARS products and hairstyles. They can also earn virtual currency, Ncoim when trying out newly available makeup products with their Navatar and visiting NARS travel retail locations in real life.Every Ncoin gained would be saved in the user’s Nwallet, which could then be used to redeem exclusive rewards, gifts with purchase, etc.The virtual world, which consists of three rooms called Nonstop Discovery, Nonstop Play and Nonstop Community, is exclusive to China Duty-Free (CDF) in Hainan.“Travel retail’s migration to the Metaverse is undoubtedly happening, and it is here to stay. By levitating the omnichannel transition, we are excited to see what the future holds,” said Cherifa Ben Slamia, managing director of CircleSquare Asia.“Nonstop NARS Virtual World is an important milestone that marks CircleSquare’s venture into the metaverse, and we look forward to being a partner for change with NARS and Shiseido in the future.”