AMMAN – Recently, beauty brands have dedicated their efforts to adapt to the digital world known as “Metaverse”, through virtual experiences, purchasing products with cryptocurrency and creating avatars. Although the industry is largely rooted in sensory experiences and physical therapy, experts believe that what the space lacks in terms of the senses can be made up for by creativity and freedom of expression.
It may sound crazy to transform an industry that relies primarily on personal touch and body therapies for a virtual world that literally lacks feel, smell and touch, but that’s exactly what has happened to a number of brands that have learned how to establish themselves in the digital space.
According to a report by the American magazine “Harper’s Bazaar”, each of the companies “Charlotte Tilbury”, “Lottie London”, “YSL”, “Estee Lauder”, “Gucci” and “Nars” are fully involved in this new world . , and that L’Oreal filed 17 trademark applications related to Metaverse in February this year, related to non-swombable icons, virtual fragrances, cosmetics and design for avatars. Singer Rihanna has also applied for the Fenty trademark for her brand Savage X Fenty and Fenty cosmetics.
As a result, the report finds that these global brands will challenge other global brands to join them in the virtual world, and that what this world lacks in touch, it can make up for in creativity and freedom of expression.
“The world of metaverse is basically limitless, in the way one expresses themselves, through things like their avatars,” Don Roman, senior vice president of global consumer marketing and online, told Harper’s Bazaar. Surreal beauty looks, new areas that include everyone, and abstract self-expression.”
It’s a place where you can be anything you want, and look the way you want without the hesitation or limitations you might encounter in real life.
And makeup artist and identity designer Alex Box agrees. “Beauty was built on commodification, whereas today it’s about more immersive experiences and learning, adding to the element of touch rather than replacing it,” noting that the experience will become more complex as Technology develops and visions.
Currently, female video gamers represent a larger audience than thought. A report by We Are Social said that 80% of female internet users between the ages of 16 and 44 play video games, while another survey by Global World Index found that last year 53% of beauty fans downloaded a free game to to play.
Therefore, the report is not surprising that the brand “Charlotte Tilbury” has made a decision to sponsor the “Girl Gamer” festival. In April, it launched its first virtual store where guests are greeted by a 3D avatar of Charlotte (in the form of an avatar), spreading brand awareness among players. According to the report, one does not need to log into a specific metaverse to enter Charlotte’s world, and one can access her magical portal via a web browser or mobile phone. All he has to do is scan a QR code to magically appear in front of him with 3D products that float and spin, doors open to lessons with world-class professional artists, and opportunities to “buy from friends.”
Gucci Beauty was also the first brand to introduce a beauty model that allows users to try 29 of its virtual beauty products, via the digital fashion app “Durst”, and soon after, Nars and Dust launched a nine-day beauty campaign reveals where Appearances of avatars can be customized using 30 of their products, with consumers able to save looks and products on custom panels.
In terms of specific metaverses, the report notes that there is more than one digital playground to choose from, although in terms of aesthetics Decentraland remains the preferred location for its focus on freedom and expression. This is also where consumers can get non-swampable tokens and pick up portable POAP badges. Originally used for the art world, tokens are digital collectibles based on a blockchain (a system for recording information that cannot be altered or hacked), and by forming an original work of art that lasts forever and cannot be replicated cannot be, while POAB badges such as a ticket Or a program or a shirt, confirming attendance at an event.
“We launched our first non-swampable tokens with SEAT London and the response was overwhelming as they sold out within 24 hours,” Lotte London’s director of global shopping, Nora Zukuskaite, told Harper’s Bazaar. The brand hosted an event in the Vegas City of Decantraland with celebrity Los Angeles nail artist, Chun Legend, which seemed like the perfect place to preview Lotte London’s new collection and re-entry into the nail category for the first time to be announced in six years. , according to the company.
“In real life we are limited to one place and time zone and stagnant in our location, but here we can showcase our brand and our products in a new way to a large audience,” explains Nora, adding: ” This has opened up great potential for us, and we are about to host our first party.The musical of all time on Decantraland, it will be an exclusive venue with a thousand unique POAB badges and best selling glowing makeup enhancements from Lottie London.”
The report also points to the recent entry of the Estée Lauder Company into Decantraland, and it was the exclusive brand that partnered with “Metaverse Fashion Week” in March, where it invited users to experience the “Advanced Night Repair” or to enter “small”. brown bottle”, and when it did, it revealed exclusively POAB insignia and a non-slingable wearable icon that gave the avatar a radiant, glowing aura that lasted as long as the user wanted, so it a new audience unfamiliar with the brand.
“It’s not age-specific, it’s about interacting with communities of new consumers who are already immersed in Metaverse and interested in connecting virtually with brands,” explains Roman. While the main demographic of Metaverse is currently Gen Z and Millennials, anyone with internet access can participate.
The report quotes market forecasting firm WGSN predicting that by 2024 there will be a new beauty personality for brands to target in the name of Beauty Versals, and that audiences that equate digital products with physical ones will also interact more with virtual ambassadors will prefer as Real life experts.
Dermalogica tested this when it created its first digital ambassador, Natalia, who trains therapists on new treatments, products and protocols. By opening a whole new dimension, an avatar can reveal her aging skin.
Emma Chiu, global director at Windman Thompson Intelligence, told Harper’s Bazaar: “Digital hotspots are by no means a substitute for in-person activities, but Metaverse offers a different, more complex experience. There are times when it makes sense to enjoy metaverse and times to turn to real activities. Reality as we know it will change, and in what will be an adaptation of the older generations, for those born today, the future is their future.”
With brands being given the opportunity to add a layer of ‘deep service’ to their offerings and consumers a new way to experience, enjoy and play with beauty products, the report expects more brands to open their doors to virtual stores open and pay for non-desolvable tokens from now on.