L‘industry beauty is increasingly involved and present in the Metaverse, launching exclusive collections, NFTs (non-fungible tokens), augmented reality stores and creating new consumer and affiliation experiences for customers. The metaverse then becomes a place where beauty companies can add a digital level of in-depth service to their offerings, allowing consumers to play, virtually, with beauty products.
Beauty and the Metaverse: what is changing in the cosmetics industry
The term metaverse makes its first appearance in 1992 in the book Snow Crash by Neal Stephenson, where he is described as a parallel world shared by users via the Internet and populated by avatars.
That imaginary universe definitely exists today and the numbers surrounding this business confirm it by 2024 it will offer opportunities worth more than $800 billion. An ascending parable that has attracted the attention of the beauty industry, giving the possibility of creating new things branded experience.
«The metaverse will define the future of beauty» explains Hannah Mauser, Beauty Analyst by WGSN. «Allowing brands to offer customers another level of serviceeven more complex and profound, creating stronger and more lasting bonds with them whether it be through education programs, transparency, try-on solutions or third-space “shoppertainment” formulas”.
The avatars in the beauty Metaverse of Nars and Dior
The beauty brands present in the Metaverse
Fragrances, skincare and make up arrive in the virtual world where they can be tried and tested by consumersthrough immersive and highly engaging digital experiences.
The Japanese brand Shiseido, for example, was one of the first to bring makeup to Roblox (online gaming platform) where the appearance of the avatars is very simple. The brand was able to create integrated online campaigns on all communication platforms with proceeds of 19.6 million dollars in sales.
Also on Reblox, Nars Cosmetics he threw Nars Color Quest one entirely digital space where users can explore a series of tropical islands, each drawing inspiration from specific lines of the brand, including Laguna, Blush and Light Reflecting.
Already a giant in the metaverse market the L’Oréal group together with Ready Player Me has experimented with 3D technology to create virtual models of human faces and develop new products based on the physical characteristics of consumers. While the Estée Lauder group entered Decantraland to collaborate with the Metaverse Fashion Week.
The digital shops that can be visited
The metaverse, however, is not only marketing and communication, but also a place to learn more about skin care topics and learn to know your needs better.
With this thought, Elizabeth Arden has opened her first e-shop in the virtual worldwhere through interactive content, quizzes and games, you can discover, learn and purchase the product that best suits your skin type.
Brands like Charlotte Tilbury, Lottie London, YSL and Gucci are already fully immersed in the metaverse, with social e-commerce where it is It is possible to discover and try cosmetic lines and see the results on your skin in real time before purchasing. The skincare brand Laneige instead it created a virtual beauty room, offering a series of personalized consultancy services in real time via chat.
The metaverse therefore has unlimited potential, allowing users a complete expression of themselves, embracing themes such as inclusion and bringing the world of cosmetics to a new evolution and awareness. All that remains is to enter like Alice into the “white rabbit hole”.
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