BEAUTY BRANDS ENTER THE METAVERSE 🌐

Beauty brands are following fashion brand’s footsteps into the metaverse.

#1 SUNSILK

To inspire young girl gamers, Unilever-owned hair care brand Sunsilk has entered the metaverse by launching an immersive gaming experience for the global platform Roblox.

Sunsilk City, created by creative metaverse agency Karta & Roblox game studio Roforco, aims to deconstruct female stereotypes and challenge the lack of female characters within games. The virtual city Sunsilk City, which will first launch in Mexico, provides an accessible space for female gamers, with several engaging characters, inspiring women to be confident.

It’s an engaging and authentic way to harness the extensive possibilities of the metaverse for women and to reach out to young generations.

#2 YSL BEAUTE

The famous cosmetics brand YSL Beauté from L’Oréal is focusing on Web3. The aim? To connect people in a different way by co-creating a unique place where everyone can be themselves without judgment.

Since June, visitors to Vivatech and followers of YSL Beauté’s Instagram and Twitter accounts have been able to collect their own NFT from among the brand’s 10K “YSL Beauty Golden Blocks.” Each Beauty Golden Block unlocks exclusive experiences!

#3 NYX

NYX, the cosmetics subsidiary of L’Oréal, is launching a new wave of consumer integration and education in Web3 via #MetaPride. By partnering with The Sandbox metaverse and People of Crypto Lab’s (POC), the trio is looking to promote diversity, in line with Pride month. 

NYX hopes to launch a collection of avatars incorporating traits, such as different shades of colour, ethnicities, sexual orientations and gender identifications, as well as different make-up looks.

A special “Belonging Week” event will be created to raise awareness of diversity, equity and inclusion. All proceeds from the purchase of the avatars will be donated to an LGBTQ+ organization.

How do you think the metaverse is driving brands to better exploit the new digital frontiers and follow the current trends? 

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