Making the Beauty Industry a key player in the Metaverse

It seems somehow obvious to think about the Fashion industry while talking about metaverse activations and overlook the beauty sectorThis is quite true, since we are used to feel the influence of Beauty brands more in the web2 social media platforms. Despite some great NFT experiences provided by few beauty brands, they are still struggling to take a step ahead Fashion brands. However, with some key game changers, the beauty industry can make the difference into those shared and decentralized virtual spacesMetaverses are places for beauty brands to explore endless possibilities to create connections between reality and digital.

Beauty industry shining in the metaverse may seem unrealistic…

While Fashion brands have been leading the way in the metaverse through incredible activations and exclusive garments and accessories, the beauty industry is still trying to stand stronger in this virtual space, blocked by several barriers. The first one is the lack of realism in avatars and the fact that these digital spaces are still developing. Another obstacle is imagining an avatar applying make-up to improve their look like on a real face. A user will find it pointless to apply lipsticks or moisturizers for avatars in the metaverse.

On the contrary, it may look funnier to wear a Gucci bag or a Nike sneakers in Roblox or in Fortnite game. Providing make-up via augmented reality or display won’t be enough for a beauty brand. Those companies will probably have to wait for clearer strategies in those virtual spaces before launching activations or making investments.

The beauty industry is trying to adapt to the digital era, and for now, the metaverse may seem like a difficult space. However, the interest of a beauty brand to enter virtual spaces is not only to reproduce make-up or skincare products in the metaverse, but rather to create experiences and use affect to grasp the user’s attention. In the metaverse, the message is as important, if not more important, as digital assets the brand can provide to its users.

But the beauty industry can still make a name of itself in the metaverse

The beauty industry can be a key player in the metaverse. While other industries like Retail and Fashion are adopting immersive technologies, beauty is one of the few industries with both a strong interest in and substantial financial investment in immersive technology. In fact, 60% of millenials are willing to get the products they have physically in virtual spaces. Boomers are no exception as they find interest in getting advises or tutorials from beauty moguls in virtual worlds.

The metaverse is still under construction. But in the meantime, beauty brands have the opportunity to experiment ways to create unique immersive metaverse experiences, from gaming to just mix realities. Those experiences can go from offering digital assets in the metaverse unlocking benefits like a lifetime promotion to merely giving their voice to support a cause. The beauty industry is the perfect example of how new technologies can transform an established industry and disrupt the status quo. Emerging technologies like augmented reality or virtual reality have been used to enhance customer experience, increase brand awareness and engage target audiences in new ways. However, the interest is to go beyond what these great technologies have to offer.

In the metaverse, a make-up is a wearable too

Wearables are basically garment an avatar can rock with in the metaverse. They can be accessories such as bags, jewelries or a hat. Usually, those wearable are associated to what we call “skinks” in the proto metaverse like Fortnite for instance. Those garments are very aesthetic items players can get while unlocking levels or challenges, or just purchasing in the game store. As far as make-up is concerned, it can utterly take the form of a wearable too because it is an item which gives the user’ avatar another look. So if some Fashion brands have been able to leverage the metaverse potential by providing users with digital wearables, Beauty brands to some extent can do the same.

As a matter of fact, a survey led by Accenture revealed that 42% of Gen X and 23% of Boomers were interested in getting virtual apparels like make-up or hairstyles which can be worn by their avatars. They were also open to try these looks through augmented reality filters. This is quite obvious when realizing consumers spend a lot of time in virtual worlds. Their digital identity becomes as critical as their real one is. So there are great opportunities for the Beauty industry to fulfill those consumers’ needs.

Brands can introduce metaverse to their new consumers and joining beauty moguls already in

The beauty industry could benefit from the tools and capabilities of metaverse in creating new customer experiences. Brands can introduce metaverse to their new consumers using virtual shopping and personalized experiences. It can be holding live events and games in metaverses, or creating custom recommandations and virtual try-ons, while keeping in mind their objectives and target audience.

Refining the consumers connection between virtual and real life in the beauty sector

In this increasingly connected world, virtual interaction is becoming a part of people’s everyday lives. The beauty sector is no exception. Customers are looking for more integrated online experiences and brands need to find ways to make the metaverse more attractive for shoppers, brands and retailers. Therefore, this is opening up new possibilities for brands, companies and users to sell and deliver products directly to avatars, for instance. Brands can sell their products directly to the avatar, as the future of retailing is growing around the metaverse. This real life extension is set to create new ways and channels for all kinds of products and services.

The beauty industry is already on top, but a metaverse presence makes things better

According to Zion Market Research, the global cosmetics market is expected to be worth $863 billion by 2024. This is already proving how powerful the beauty industry is. Nonetheless, a metaverse presence could make things even better. In this purpose, brands can be looking to enhance their presence in the metaverse with new partnerships. Those partnerships may help welding together a lot of skills and technologies, and in the meantime exploring and challenging the fast technology evolution. Establishing partnerships could mean relying on outside metaverse experts, such as METAV.RS.

Estée Lauder’s for instance has build a partnership with the metaverse artist Alex Box. It resulted in an NFT wearable for the Decentraland Fashion Week to engage users.

Some metaverse activations by beauty brands

Some luxury brands have already brought out with amazing NFT experiences in metaverse and gaming spaces. Here are some metaverse activations by beauty brands:

Dior Beauty

Dior Beauty has created as metaverse activation a miniverse in the tones of its brand image. There, users are able to create a custom avatar and get a sense of immersion in this uncommon world built for them. Apart from this activation, Dior Beauty collaborated in 2021 with Zepeto to bring to life 9 avatars designed by Peter Philips, the image director of this make-up brand. These nine avatars were to introduce a new collection of unique beauty looks.

Dior-Beauty-metaverse-activations

Dior Beauty virtual world

Too Faced

This brand is incorporated in Estée Lauder group. Too Faced featuring teddy bears, princesses and toffee launched an original digital experience. This world created by the founder Jerrod depicts a unique 360° shopping experience which users would surely enjoy. This amazing designed virtual world mixes play games to win vouchers codes, errands in the garden, interaction with mascots while discovering the latest features, as well as shopping with besties!

Estee-Lauder-Too-Faced-metaverse-activations

Too Faced metaverse shopping experience

Jo Malone

This one developed a truly sensory and visual experience that allows the user to chose what product they like the most. They can navigate through a London apartment filled with Jo Malone products. Users can hover on the brand iconic perfumes and moisturizers, or even candles, in the bathtub corner or get lost in the whole display of art surrounding the bathroom.
Jo-malone-beauty-metaverse-activations

Jo malone beauty Townhouse

 

The beauty industry’s presence on the metaverse is growing. As the digital space evolves, it remains important for brands to find smart and relevant ways to connect with their customers. If beauty brands want to stay relevant in the modern world, they need to start by taking a serious look at digital spaces. METAV.RS has developed a suite of tools that enable beauty brands to enter this new space, so that they can take their products and messages where they’re needed and connect with consumers on a deeper level than ever before.

To learn more about the impact of Web3 on the beauty industry, read HOW NFTS ARE CHANGING BEAUTY INDUSTRY

For more, download our white paper ENTERING IN THE WEB 3.0 – A GUIDE FOR LUXURY FASHION IN THE METAVERSE