Metaverse in beauty is getting serious
The times in which l’Orèal offered the virtual make-up to smart workers are now over and the company already has applied for over 17 trademarks in the metaverse field (essentially NFTs, virtual perfumes, styling for avatars).
Estée Lauder attended Decentraland's Fashion Week initially and recently to the Metaverse Art Week. During the visit of this latter event, users could gain a POAP (proof of attendance protocol) designed by Dr. Alex Box, one of the first female pioneers of Beauty Futurism.
The POAP BY Dr. Box could be claimed by visiting three different stations of Decentraland’s Art Week: the Sculpture Garden, CashLabs Gallery and ArtNet location.
Through the POAP, users will be allowed to further gaming Web3 activations from the brand.
Armani beauty launched recently an amazing immersive and interactive e-commerce, which highlights all the best of its product experience, enhancing the sales journey online.
Brands are completely aware that times have evolved and that female internet users from 18 to 44 are spending their time playing video game ( source @WeAreSocial ) and at least, during the last year 53% of beauty fans played or downloaded a free-to-play game.
Charlotte Tilbury launched a virtual store and sponsored the Girl Gamer Festival.
Rhianna applied for trademarks of Savage X Fenty and Fenty Beauty Brands.
Other brands in the space are Lottie London on Decentraland,
YSL, the NFTs 10K YSL Beauty Golden Blocks (ERC721 minted on Polygon with the Arianee Protocol) serves to unlock utilities throughout the year including a premiere launch, and whitelisting for NFT drops. Last 21st June 2022, a first partnership with decentralised platform P00Ls and two music artists, Agathe Mougin and Kittens, has been launched.
YSL Beauté communities have been invited to connect with them to collect their respective tokens. The activation is linked to a donation to the Abuse is Not Love programme partner NGOs - It’s on Us in the US and En Avant Toutes in France.
Gucci celebrating the brand’s latest Flora fragrance, Gucci Beauty partnered with Miley Cyrus into the metaverse as its first-ever avatar ambassador. The multi-platinum selling recording artist and face of Gucci Flora’s latest campaign takes over Roblox’s Gucci Town to create an immersive experience inspired by the scent. Taking over the virtual world, Cyrus’ avatar leads quests, games and interactive learning experiences in the form of scavenger hunts and digital selfie opportunities. From “Mini Game Heights” to “Selfie Way,” the artist allows Gucci Town visitors to truly immerse themselves in the world of Gucci Flora. Elsewhere, users are also able to discover the fragrance in the virtual Gucci store, inspired by the physical Flora pop-up location. Visitors are also able to purchase digital fragrance bottles as wearable backpacks throughout the metaverse world.
Clinique with its “Non Fungible People '' - a campaign for inclusivity in diversity,
Valdé for the launch of its 'Divine Collection' and Nars on Animal Crossing.
Let’s see what we can expect from Kim Kardashian with her new brand SKKN by Kim and Kate Moss with Cosmoss than!!!!