The metaverse is a 3D virtual world that has become trendy and increasingly flirtatious with the beauty world. Web 3.0 is symbolic of the next generations’ immersion into augmented reality, to better understand it, and discover what this technology can bring to the beauty sector.

Metaverse: a universe beyond

This virtual world is more immersive than our current Internet, offering multidimensional experiences powered by virtual reality. Think of it as a social network, but instead of getting access to a page, it takes you to a 3D universe where avatars (human or digital) can evolve in imaginary landscapes. Individuals, companies, universities, and public authorities can coexist there through social, cultural, professional, educational, or creative events. Access to, and interaction within, this fantasized environment is achieved through classic interfaces such as a keyboard, mouse, joystick, or touch screen. More specific ones like helmets, glasses, and gloves are used to refine visual, audio, haptic, and olfactory perception. The progression of immersive technologies also improves virtual and augmented reality, AI, blockchain, cryptocurrencies, 3D simulation, and dynamic imagery. The metaverse is a persistent digital world that merges reality with fiction while offering a field of experiences and imagination without limits or physical constraints. The metaverse is even for those who are not tech-savvy, designed for ALL to explore!!

What is the benefit for the beauty world?

The ever-evolving metaverse offers tech-loving beauty brands a renewed way to provide e-commerce through virtual marketing, advertising, and shopping opportunities. It would create infinite possibilities for:

• Technological innovation

  In the wake of the COVID-19 pandemic, cosmetics has been a sector where technology quickly adapted. A wide range of technologies was encouraged for industry professionals, such as AI, smart mirrors, and diagnostic probes. Brands are developing tools to improve the customer experience with the rise of digital sales spaces. For example: evaluating emotional responses to different scents to guide consumers in their perfume purchases. For skincare brands, snapchatters can see the before and after effects on their face of regularly using the same product (moisturizing cream, cleansing milk, or plumping mask) as a virtual result. Consumers could have their makeup professionally done and then buy those makeup products digitally to use as a filter for an app. Even if beauty tech promises to enrich the customer experience, please be cautious. The metaverse is still developing and may need more time to prepare for the mass market, especially with privacy at risk. Plus, the interface may not be user-friendly if you are not a well-seasoned gamer.

• Selling differently

  An increase in digital muses such as e-boutiques and live shopping (a social commerce experience that creates the ideal digital salesperson) has taken place in Web 2.0. In Web 3.0, the consumer’s avatar discovers its own space, completely built in line with the brand’s narrative. NFT technology (non-fungible token, a digital token exchanged on a blockchain that certifies ownership) has launched into v-commerce, where limited edition virtual replicas of products are sold in a new, inventive environment. This raises the question: What is the point of buying a virtual perfume or luxury serum? Referencing Maslow’s Pyramid of Needs, buying an NFT is symbolic of belonging to a ” crypto-elitist ” community with innovative and techno values ready to consume without being locked into the CSP segmentation of traditional marketing.

• Offering a surprisingly immersive experience

  The metaverse journey provides a distinctly unique experience beyond the purchase of a cosmetic. Some beauty brands publicize the concept by offering NFTs inspired by one of their symbolic products during its (real) purchase to give the consumer avatar a bright and radiant look. Distributed free of charge in thousands of copies, these NFTs allow customers to have a first-hand experience in the metaverse where their followers can also discover the product. Another brand is launching a new fragrance called Scent of the Metaverse, where 100 NFT buyers of the scent will participate in a four-month experience of Telegram app conversations, learning sessions, interactive games, metaverse journeys, and real-world events. Upon completion, participants will get a bottle of the scent while also receiving royalties from the proceeds of the fragrance if it becomes available to consumers. Other perfume brands offer virtual collectibles to dress up their avatar, thus increasing the brand campaign exposure and exclusivity. Finally, to encourage brand discovery and loyalty to products and values, one group is launching a new metaverse platform to show the history of the brand’s effort to make its products more sustainable for the planet. For instance, you can walk around Kew Gardens for a botanical experience through a game of plant recognition. And at the end, a tree is planted in Mexico to act on the biodiversity of the real world. This effort shows the metaverse to be a more interactive personal exchange than just a product, generating truly committed visitors.

The metaverse could be valuable for bringing communities together, ensuring responsible beauty, and cultivating creation! 

Find out more in the full article of our lastest issue of addiactive!

Link below.