Choosing makeup in physical stores is already complicated, let’s buy lipsticks and ointments in e-commerce without touching, to get an idea of how the products rub against the back of the hand and how they interact with the skin color. Or feel the texture. Advances in technology have even allowed some digital tests, but nothing has actually happened. The wheel just turned. The constant expansion of Metavers, an environment where the integrated and shared digital world, as we know it, recreates the universe, enhances the ability of consumers through avatars to experience the lustful glow that they and all their friends feel on their skin. Always in search of new things, the cosmetics industry is investing heavily in this parallel environment – especially the masses that are circulating there are young, they love innovation and are generally not adept at the secrets of makeup, ready to win. .
All the major brands are currently trying to find a place in avatar beautification. “Metavers is another media channel that brands are using to position themselves,” says Katherine Sresnevsky of Escola Superior de Propaganda e Marketing. “In it, they can launch a new makeup color chart to see if it’s acceptable. That’s the decent thing to do, and it should end there. ” And apparently very successful. Gateway is usually an online gaming platform that brings together kids from all over the world, including kids who are looking for beauty products. A survey last year on makeup website user habits found that 53% of people recently downloaded at least one game.
Canadian MAC Cosmetics is a pioneer in creating make-up collections for games The Sims 4. Then Givenchy, Gucci and Nars presented their products in the virtual environment of best sellers. Animal crossing, From Nintendo – Players can either apply the products to the characters or use an app that reproduces the effect of lipstick and blush on their face. Estee Lauder also attacked Metavers ANRcade, A site where customers choose new features presented in four themed games. In Brazil, O Boticário bet on the action in the game Avkin LifeIn which users can play with their avatars, purchase branded products with BotiCoins, and finally, participate and fulfill them. Beauty search Or Fashion competitionGames focused on the world of beauty.
More daring, Dior Beauty pushed back the atmosphere of electronic games and began offering exclusive visuals in its own digital space created by the brand’s creative and image director Peter Phillips. Multiple tools allowed British makeup brand Charlotte Tilbury to open a virtual store, Charlotte’s Virtual Beauty Gifting Wonderland, with augmented reality equipment. It is also a platform on which customers can invite up to four friends to enjoy the shopping experience, with the right to consult makeup artists and access only tailored lipsticks to display in Metavers.
Enhanced reality, by the way, is one of the main tools used by industry in this new frontier. Veterans like Procter & Gamble have bet on immersive virtual space, like BeautySphere, a system that also includes game variations to complement the experience. “Companies need to be sensitive to meet the needs of these new customers,” says Carolina Hebeche, CEO of Be Beleza Tech. Another virtual attraction that companies are turning to is NFTs, crypto assets auctioned in cryptocurrency. The clinic, for example, launched a competition in which three people telling the best stories about optimism on the brand’s network, in addition to ten years, will win digital assets inspired by the brand’s most popular products, Black Honey Lipstick and Moisturizing Surge Moisturizer. Free cosmetics. The style activities marked by the spice of novelty are transforming a young girl who just wanted to know about sports and into the charm of good makeup.
Published in VEJA, June 22, 2022, Issue No. 2794