Agencies-Gaza post
Cosmetics enter the Metaverse world
Beauty brands have recently entered the digital world known as the “Metaverse“, through virtual experiments, purchasing products in cryptocurrencies, and creating avatars.
Although the industry is largely rooted in sensory experimentation and physical therapy, experts believe that what that space lacks at the sensory level can be compensated for by creativity and freedom of expression.
It might seem crazy to try to transform an industry based primarily on the personal touch and body treatments into a virtual world that lacks the sense, smell and touch literally, but this is precisely what was really happening with a number of brands that were learning how to establish themselves in the digital world.
According to an American Harper’s Bazaar report, Charlotte Tilbury, Lottie London, YSL, Este Lauder, Gucci, and Nars were all involved in this new world, and L’Oréal filed 17 applications for Metaverse brands in February this year, linked to non-replaceable symbols. The singer Riana also applied for a brand name “Fenty” for her brand “Savage X Fenty” and cosmetics “Fenty”.
The report considered that such cross-cutting labels will pose a challenge to other inclusive brands to join in the virtual world and that the world’s lack of touch can be compensated for by creativity and freedom of expression.
Don Roman, Senior Vice President of Global and Online Consumer Marketing for Harper’s Bazaar, said, “The world of Metaverse is essentially limitless, in the way one expresses oneself, through things like his avatars, and this will open up more surreal beauty looks and new areas involving everyone and abstract self-expression.”
It’s a place where you can be anything you want, and show the look you want without hesitation or limitations you can face in actual life.
Make-up artist and identity designer Alex Box, said also, “Beauty is built on commodification, in what today is about more immersive experiences and learning, by adding to the element of touch rather than replacing it”, noting that experience will become more complicated as technology and insights evolve.
Currently, female video players represent a larger audience than thought according to a report by WER Sochal, 80% of female internet users aged 16 to 44 play video games, while another survey from Global World Index found that last year 53% of fans uploaded a free game to play.
