Sephora, a French company which specializes in personal care and beauty products, lately held its annual “Sephoria” event in the metaverse. The event was held on September 18. During a four-hour period, users could attend masterclasses, relax in virtual lounges, and watch videos from the company’s founders. Below are all the details.
• Sephoria had seven virtual rooms, all modeled after areas of a house
• During the event, users could mint giveaway NFTs for free
• Singer Gwen Stefani appeared through video to promote her makeup brand
• The most popular feature of metaverse was live- streamed and pre-recorded videos.
To accompany the broadcast and pre-recorded videos, Sephora employees had a live chat. They answered questions and communicated with users, and added context to the content in the videos. In total, 16,000 people attended the event, up from 5,000 the year before. Sephoria was a live event before the 2020 COVID-19 pandemic hit.
Sephora added NFTs to this year’s event, enabling attendees to mint NFTs on the Polygon blockchain. According to sources, users created 8,000 digital wallets and got about 6,500 NFTs. The event also featured a digital P.O.A.P, that stands for Proof of Attendance Protocol. P.O.A.P. is often similar to keepsakes or memorabilia which users can store in digital wallets to remember events.
Jess Stacey, Sephora’s vice president of External Communication, stated that the 2023 event will probably be a blend of in-person and virtual shows. The brand aims to provide customers the flexibility to decide what’s best for them, and a hybrid event makes sense.
Beauty companies participate in Web3
Though Web3-like beauty products may look strange, a few companies have thrived in this new industry. Below are three stories about beauty companies or products and the next iteration of the internet.
Initially, there is Fenty Beauty. Six months ago, Rihanna’s beauty company filed for Web3 trademarks with the USPTO. These trademarks surrounded “virtual downloadable goods” in metaverse. Some examples mentioned are hair accessories, skincare programs, and fragrances.
Then, there is Gucci. The fashion company lately made Miley Cyrus the initial guest of “Gucci Town” in the metaverse Roblox. It did this to promote a new fragrance named ‘Gucci Flora’, that inspired an immersive experience in Gucci Town during the activation.
Finally, there is the collaboration between DS & Durga and FVCKRENDER. The two cooperated to release an NFT series which joined real-world fragrance with utilities in the metaverse. By buying an NFT, users could receive a real-life perfume bottle and other benefits.
Sephora’s hosting of “Sephoria” in the metaverse is important news because it shows that more companies are accessing the metaverse.