Beauty brands have recently dedicated their efforts to adapting 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 might sound crazy trying to transform an industry that relies primarily on personal touch and body therapies for a virtual world that literally lacks feeling, smell, and touch, but that is exactly what has been happening with a number of brands that have been learning 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” have fully engaged in this new world, and that L’Oreal filed 17 trademark applications related to Metaverse in February of this year, relating to non-fungible icons, virtual fragrances, cosmetics and design for avatars. Singer Rihanna has also applied for the Fenty trademark for her trademark Savage X Fenty and Fenty cosmetics.
Accordingly, 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 terms of touch, it can make up for with creativity and freedom of expression.
“The world of metaverses is basically limitless, in the way one expresses oneself, 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 to without the hesitation or limitations you might encounter in real life.
And 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 players represent a larger audience than is 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 from Global World Index found that last year 53% of beauty fans downloaded a free game. to play.
That is why the report is not surprising that the brand “Charlotte Tilbury” 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 gamers. According to the report, in order to enter Charlotte’s world one does not need to log in to a specific metaverse, 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 “shop with friends.”
Also, Gucci Beauty was the first brand to launch a beauty model that allows users to try on 29 of its virtual beauty products, via the digital fashion app “Durst”, and shortly 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
with regard to specific metaverses, the report notes that there is more than one digital playground to choose from, although in terms of aesthetics, Dekentraland remains the preferred location for its focus on freedom and expression. It is also where consumers can obtain non-fungible tokens and collect wearable POAP badges. Tokens are originally used for the art world and are digital collectibles based on a blockchain (a system for recording information that cannot be changed or hacked), and by forming an original piece of art that lasts forever and cannot be replicated, while POAB badges are like a ticket Or a program or a shirt, confirming attendance at an event.
“We launched our first non-fungible 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 famed Los Angeles nail artist, Chun Legend, which seemed like 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 location 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,” Nora explains, adding, “This has opened up huge potential for us, and we are about to host our first party. The all-time musical on Decantraland, it will be an exclusive venue with a thousand one-of-a-kind POAB badges and best-selling glowing makeup enhancements from Lottie London.”
The report also indicates that the Estée Lauder company recently entered Decantraland, and was the exclusive brand that entered into a partnership with “Metaverse Fashion Week” in March, where it invited users to enter the “Advanced Night Repair” or “small brown bottle”, and when doing In doing so, it revealed exclusively POAB badges and a non-fungible 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 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 with brands virtually,” Roman explains. While the main demographics of Metaverse are 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 who put digital products on par with physical will also prefer interacting with virtual ambassadors more than Real life experts.
Dermalogica has been testing this as it created its first digital ambassador, Natalia, who trains therapists on new treatments, products, and protocols. By opening up 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 another, more complex experience. There are times when it makes sense to indulge in metaverses and times to turn to real-world activities. The 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 given an 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 paying for non-redeemable tokens from now on
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