Cosmetics enter the world of “Metaverse”.. Know the details

Beauty brands have recently devoted their efforts to adapting to the digital world known as metaverse, with virtual experiences, product purchases with cryptocurrency and avatar creation. Although the industry is largely rooted in sensory experiences and physical therapy, experts believe that what this space lacks in terms of the senses can be made up for in creativity and freedom of expression, according to the Emirati statement.

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’Oréal filed 17 trademark applications related to Metaverse in February this year, related to non-swampable symbols, virtual fragrances, cosmetics and design for avatars.Singer Rihanna also applied for Fenty’s 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 you express yourself, through things like your 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.

Makeup artist and identity designer Alex Box agrees. “Beauty is built on commodification, while today it is about more immersive experiences and learning, by adding to the element of touch rather than replacing it,” noting that the experience will become more complex as the development of Technology 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 Dust, and soon after, Nars and Dust unveiled a nine-day beauty campaign where Views 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 beautification, 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 ‘City London’ and the response was overwhelming as they sold out within 24 hours,” Lotte London’s global buying director Nora Zukuskaite told Harper’s Bazaar. The brand hosted an event in the Vegas City. area in “Decantraland” with Los Angeles-based celebrity nail artist, Chun Legend, was the perfect place to preview Lotte London’s new collection and announce the re-entry of the nail category for the first time 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 of Lottie London.

The report also notes that Estee Lauder recently entered Decantraland, and was the exclusive brand partnering with Metaverse Fashion Week in March, inviting users to enter the “Advanced Night Repair” or “little brown bottle”, and when done, 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 desired, allowing it to tap into a new audience not familiar with the brand is not familiar.

“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 cites market forecasting firm WGSN that by 2024 there will be a new beauty personality for brands to target called “Beauty Versals,” and that audiences who equate digital products with physical ones will also prefer interacting with virtual ambassadors more than experts in real life. .

Dermalogica tested this while creating their 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.

“Digital hotspots are by no means a substitute for in-person activities, but Metaverse offers a different, more complex experience,” Emma Chiu, global director of Windman Thompson Intelligence, told Harper’s Bazaar. There are times when it makes sense to immerse yourself in Metaverse.”And times to turn to real activities. Reality as we know it will change, and in what will be an adjustment for older generations, for those born today is, the future is their future.”

With brands having the opportunity to add a layer of ‘deep service’ to their offerings and consumers and a new way to experience, enjoy and play with beauty products, the report expects more brands to start opening their doors to virtual stores and pay for non-solvable tokens from now on.

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