SKINCARE & BEAUTY IN THE METAVERSE: WHERE IT’S HEADING?

It seems rather crazy that an industry like beauty – rooted in experiences where personal touch and physical treatments are kings – is being re-invented and transformed for a virtual world where you can’t touch, feel, or smell what’s in front of you.

But where it’s heading and is the beauty world ready?

Connecting with a customer in the metaverse is already happening and brands are quickly having to adapt and learn to establish themselves in the digital world.

For example, L’Oréal reportedly filed 17 trademark applications relating to the metaverse – linked to NFTs (more on those later), virtual perfume, cosmetics, and styling for avatars.

 

Estée Lauder x Decentraland

Estée Lauder has also been making waves in the metaverse, as the only beauty brand to participate in the first-ever Metaverse Fashion Week (MFW) hosted by Decentraland. For the event, the brand collaborated with Alex Box, a female artist in the metaverse space, to create an original NFT wearable inspired by the brand’s cult serum, advanced night repair. MFW attendees were encouraged to “step into” the iconic bottle, to give their avatars a glowing complexion, which lasts if the user wishes.

 “The metaverse is essentially limitless in terms of how one can express themselves through things like their avatars and it’s this that will unlock more surreal beauty looks, new areas of inclusivity and abstract self-expression,” says Jon Roman, SVP, global consumer marketing and online at Estée Lauder. Put simply, it’s a place where you can be anything you want to be and look however you want to look, without any restraints or restrictions you might encounter in real life.

Charlotte Tilbury x Obsess

In April 2022, Charlotte Tilbury collaborated with experiential e-commerce platform Obsess to launch the ‘Pillow Talk Party Virtual Wonderland’, launched in honour of the brand’s recently expanded Pillow Talk collection. Upon entering the “pink paradise” guests are greeted by a 3D volumetric avatar of Tilbury herself, surrounded by a sparkling interface decorated with disco balls. Customers can then explore and shop the brand’s products, learn about applications, interact with virtual 3D experiences, view exclusive content, and engage in social interactions via a “shop with friends” feature.

Rhianna has also just applied for a Fenty trademark for her Savage X Fenty and Fenty Beauty brands.

While many beauty brands are still experimenting with the metaverse they have recognised the potential to connect with their customers beyond just physical products, however, despite all the efforts in elevating the customer experience in the metaverse, it is still imperative that these beauty brands also manifest the digital aspects into tangible outcomes. Ultimately, revenues need to be earned to keep the metaverse running. After going through almost two years of online Zoom sessions, a common sentiment is that the virtual world cannot be a replacement for physical meet-ups.

How about you? Are you a Metaverse convert yet?

BY AŪXACANN / 08 AUGUST 2022