The introduction of Apple’s mixed reality Vision Pro headset on Monday rekindled the metaverse debate. Louis Vuitton committed to a long-term Web3 presence for high-impact clientele the same week.
In order to expose cosmetics brands to the metaverse, Cult’s creative agency is hosting Metaverse Beauty Week, a five-day event. It demonstrates how creative and immersive virtual marketing can be advantageous for consumer brands.
The majority of Decentraland and Spatial events, such as MFW, will be held at MBW. Roblox programming will be a part of this event, though.
That’s important. Decentraland, a Web3 native metaverse platform, boasts 10,000 daily users, compared to Roblox’s 66 million.
Attendees of the MBW can play pop-up games and have experiences with a beauty theme all week long on Decentraland, Spatial, and Roblox. Similar to MFW, Spatial and Decentraland will share portals. Special access is needed to use Roblox, a closed, off-chain platform.
The beauty firms represented on all three platforms include Neutrogena, Lush, Flannels, and Clementine.
More abstract than adding fashion, introducing cosmetics to the metaverse would allow animated avatars to dress in attire influenced by real-world brands. The marketing director for Decentraland, Kim Currier, predicts that companies might be creative.
In order to simulate using the company’s cosmetics and spread marketing messages, Neutrogena, for instance, worked with Kerry Washington to create a number of immersive games in Decentraland.
Visitors to the MBW can board a virtual flight with a Scandal celebrity to locate the Hydro Boost Moisturizer (essential for flying). Alternatively, people can follow the Emmy-nominated actress into a strange cosmos, where they will have to avoid asteroid-shaped coffee cups and smartphones while searching for cleansing makeup removing wipes on a massive floating bed.
Metaverse installations may draw more consumer brands if users enjoy them as much as those with obvious connections to an online, avatar-populated environment.
Manufacturers of candies, cars, and even household cleaning supplies might convey their individual brand identities in a way that is innovative and has the potential to hold consumers’ attention for several minutes—a feat that is practically unheard of in advertising, at least among luxury goods.
That’s challenging to reproduce as a brand, according to Currier of Decentraland. If you can even get them to quit thumbing on TikTok, how frequently does your target audience interact with your material for longer than two seconds?
The final day of MBW is Friday in London.
Content Source: Decrypt.co