How the metaverse will revolutionize the world of beauty

Are you finally evolving into the wonderful world of Instagram or Tik Tok with ease? Now is the time to set foot in the metaverse. Welcome to beauty 3.0.

Let’s make a vocabulary point. What is the metaverse and what will it bring us? Mark Zuckerberg, Facebook’s creator, renamed Meta, sums up the concept: “A virtual reality construction aims to replace the Internet, to merge virtual life with real life, and create endless new playgrounds for everyone – you can do almost anything you imagine. » From the perspective of brands, this means developing new forms of communication and allowing consumers to shop differently.

From March 24 to 27, the first Metaverse Fashion Week was held, via the Decentraland platform. The clothes presented were not a virtual version of what can be bought later in stores, but real digital creations, called clothing accessories, intended to wear an avatar. The metaverse is not really a representation of reality, but a world unto itself, an immersive environment in which we walk thanks to its virtual twins. Many fashion brands already occupy this ground.

Metaverse: a new way of consumption

Today, it’s the beauty’s turn to rush, and it’s much more than a gadget effect. “In the context of the current crisis, the industries that are doing well are luxury, with fashion and beauty and video games exploding. It makes perfect sense for these sectors that are still generating wealth to come together. It is estimated that in 2030 the metaverse will weigh up to 10% of the luxury business., highlights Eric Briones, co-founder of the Paris School of Luxury, author of Luxe & Digital. The new territories of luxury. Second Edition (Dunod). To be precise, this is about the metaverse, a virtual world directly derived from video games, and NFT, Non Fungible Token, non-fungible objects, that is, unique and non-exchangeable objects. Specifically, these are digital files with a certificate of authenticity, stored on a blockchain. A new type of consumable item.

Metaverse: A New Reality

In the metaverse, you dress, make up, and perfume your avatar, just like you do at home in the morning. This may seem strange to a large part of the population, but for the younger generations (Gen Z and Gen Alpha) and gamers (video game enthusiasts), this virtual duo occupies a very important place and imposes itself as an extension of their personality. “They spend a lot on their avatar, to distinguish it from others. Some even feel more real through it than in real life. Studies show that it helps young people discover themselves and feel better, assume differences, skin diseases for example », comments Eric Briones. We understand that makeup is a perfect tool to shape another self and that brands have everything to gain by conquering this field.

Metaverse: to the beauty of the future?

The Makeup label, for example, pushes the concept quite far: lthe brand sells makeup for avatars in the metaverse, which the consumer can also use on her photo through social networks. “We can see how interesting this can become for brands. They launch collections, market them first on the web, then they can offer the real version in stores. Metaverse is an evolution of social networks », explains Eric Briones. Among the initiatives noted, Dior has joined the Zepeto platform to offer 9 virtual looks imagined by Peter Philips, creative director of make-up. It is possible to buy them to create your own avatar. For her part, Gucci has joined her Animal Crossing and his game new horizons to create GG Island, inspired by the Gucci Guilty fragrance campaign. This is an avatar of the actor Jared Leto which welcomes visitors and takes them to this island where you can play and consume products.

American cosmetics brand Too Faced has inaugurated its Virtual House, in which you create digital doppelgangers to access games, get discount coupons, buy your favorite products. You can also meet your friends’ avatars there. An immersive experience that inevitably makes classic e-commerce obsolete. In the same spirit, Givenchy inaugurated the House of Beauty, accessible through the gaming platform Robloxuntil makeup artist Charlotte Tilbury decided to dust off the online shopping and advice experience by launching its 3D avatar and virtual store to interact with its customers, wherever they are. Today, metaverses still have a very “childish” style, but soon much more photo-realistic things will appear that will be able to attract even more luxury and address more targets.

Text by Claire Dhouailly

Photo: Billie Thomasin

Leave a Comment