At first glance, it seems crazy that the beauty industry, based on sensory sensations and physical procedures, is transforming and finding its place in virtual reality, where it is impossible (at least not yet) to feel, smell or touch what is in front of you. But it’s happening, and beauty brands have to adapt quickly and learn how to capture the attention of potential customers in the digital realm.
Everyone is beginning to realize that a metaverse is a place where a person can be anyone and look like they want, without any restrictions they might face in real life. So, Charlotte Tilbury, Lottie London, Estée Lauder, Gucci, and Nars have already plunged into the virtual world, and Rihanna’s L’Oréal and Fenty have registered trademarks for their brands to use them in the metaverse.
Who will use beauty products in the Metaverse?
Research shows that there are more female gamers than you might think. According to a report by We Are Social, 80% of female Internet users aged 16 to 44 play video games, while another study by the Global World Index found that 53% of beauty industry fans played or downloaded free video games last year. About 60% of millennials want to buy authentic goods in virtual worlds, including virtual makeup and hairstyles that can be applied to their avatar or through a digital filter. And among baby boomers, a third of consumers are interested in consulting with virtual or augmented reality experts on topics such as hair or makeup training. Therefore, the beauty industry in the metaverse has excellent prospects.
As consumers spend more and more time in the virtual space, their digital selves become as important as their physical selves. And there is a potentially large market for “virtual beauty” products to fill this need.
Beauty brands in the digital space
The luxury brand Gucci is at the forefront and is actively developing in the virtual space, not forgetting the cosmetic direction. For example, Gucci Beauty was the first brand to launch a beauty mode in the Drest app, which allows you to experiment with 29 virtual beauty products.
Soon after, Nars and Drest introduced a joint cosmetic campaign. Nars was also among the first brands, along with Elf Cosmetics and Givenchy Parfums, to launch its NFT series, inspired by the famous Orgasm product line, which could be exchanged for a full-size product.
The Clinique brand released its first NFT collection in October 2021, resulting in a 20% increase in social media activity, and Clinique’s organic search increased by about 60%. They recently launched a new NFT project, “Metaverse Like Us,” with glam makeup for inclusive digital avatars, which we wrote about in more detail here. We also look forward to attracting new customers.
In it, customers can explore the space, interact with 3D virtual cosmetics, shop for the brand’s physical products, view exclusive workshops, and go shopping with friends via video chat.
But the Dermalogica brand went further and created its first digital ambassador – Natalia, who trains therapists in new treatments, products, and protocols. A virtual avatar opens up a whole new dimension and can show skin aging that can never be seen in real-time.
However, to succeed in digital reality, it is not enough for cosmetic brands to just enter the metaverse; it is necessary to build a competent narrative and convey the idea to their consumers.
The future of the beauty industry
In addition to interacting with users through branded content, beauty brands can use the virtual space as a training ground for their upcoming retail launches and try out the effect of a new product on user avatars using augmented reality. Virtual fitting is already becoming the norm. On Pinterest, you can try on 10,000 lipsticks and 4,000 shades of eyeshadow from cosmetic brands Urban Decay and NYX Cosmetics.
The use of NFTs by cosmetic brands can increase loyalty and stimulate purchases. Creating your NFT collection is a new way for superfans to become part of their favorite brands.
The potential of the metaverse is limitless in terms of how users can express themselves through their avatars. More surreal images of beauty can be discovered through these platforms, as well as new areas of inclusivity and self-expression.
But do not forget about the interaction with the client at the physical level. With enough information gathered through interaction with users in the metaverse, brands can send consumers physical versions of products or invite them to their stores, where professional makeup artists will recreate the avatar makeup.
The Metaverse may be a new goldmine for the beauty industry, but any activity in the virtual world must be natural and have value for users. So it will benefit both the players and the brand.
