What will metaverse beauty look like?

New frontier for Mark Zuckerberg. In his interview with The Verge, the father of Facebook revealed the evolution of social networks, or the birth of a hybrid ecosystem, between the physical and the digital, which he called metaverse. Probably Zuckerberg must be a fan of author Neal Stephenson, the man who in 1992 coined this term for the first time in his cyberpunk science fiction book, Snow Crash, where he carries with his imagination in a kind of virtual reality shared through the internet, where you are represented in three dimensions through your own avatar. A vision of the modern Internet that has nothing more topical today, in 2021, where we’re basically just waiting for the moment to be able to go to Mars to experience permanent longevity anti-age at Cocoon. Because it is precisely in the beauty department that beauty lovers would like to be catapulted to the speed of light as Buzz Lightyear, in order to understand how the sensory experience of beauty can be tangible even virtually, following the trend of the metaverse of Zuckerberg. In short, how will brands imagine the "tried-by-you" totally digital?

Thinking of trying a lipstick only imagining the texture on the skin, or experiencing the sensory performance of a cream without being able to feel it with your hands, or even try to figure how you could dress the note of roses with vetiver of a scent described in the metaverse. Girls like Carrie Bradshaw, who don’t give up shop-to-shop shopping, it’s gonna be hard to get into that perspective. But for Gen Z, who sees the game in whatever it does, there is no doubt. A new beauty product, even in alternative reality, will bring the same glamorous effect of the real world. 

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What is the metaverse?

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No wonder the data: gaming time increased by 29% during the pandemic and remained stable at 14% in this new phase, with an increase of women players by 46% that would have encouraged MAC Cosmetics to create a collection for Sims 4 and Glossier, Tatcha and Givenchy Beauty activate their Animal Crossing. Even Estée Lauder has already embraced the trend of the game with The Arncade, a mini site where buyers can choose from four themed games with the latest products.

A metaverse principle, some brands, are already experiencing it through the virtual try-on services born in lockdown. Not long ago, Gucci used to make us try on Snapchat lipsticks. Chanel debuted with Lipscanner, the app that allows you to virtually wear make-up of the Parisian fashion house starting from the detail of the face of someone seen on Instagram or a model on a magazine page, and then identify the shade of the maison that comes closest to him. Paco Rabanne created Phantom, a robot perfume made using artificial intelligence that can interact if connected with the phone, and Prada has just launched the RETHINK REALITY campaign, its best seller Candy, with an avatar as a testimonial. 

Prada Rethink Reality NFT

Paco Rabanne Phantom EDT

Givenchy Parfums "Pride" NFT

Meta Optimist NFT by Clinique

In 2018, Sephora opened the track, with the app equipped with augmented reality to allow customers to test the different products using the smartphone camera, and L'Oréal, which in the same year purchased Modiface, augmented reality company specialized in creating these types of apps, including the most famous, Essie-on-hand, to try the nail polish directly on the nails. MAC Cosmetics, in 2019, launched virtual test mirrors in the store, also introducing a tool via Youcam. Similar to the choice of the US company Ulta Beauty with Glamlab, which allows users to use the camera of the phone or PC to see themselves in live mode with different cosmetics, while NYX has them tested directly on Instagram.

And there are even more attractive meta-projects for those who are looking forward to becoming a sort of protagonist of Second Life that passes from one meta-store to another. The NFT, so far, more chats? Clinique (https://www.clinique.com/nft) recently launched a contest that allows participants to win one of the three NFT inspired by Black Honey and Moisture Surge, the brand’s most iconic products, and also granted early access to buy the Black Honey Almost Lipstick lipstick. Fenty Beauty will give its cosmetics to the Arcane series of the gaming company Riot Games, which debuted this Saturday, November 6 on Netflix. The developer behind League of Legends recently announced that Fenty Beauty is the official beauty partner of the new series, although it is not yet clear how the collaboration will take shape.

The goal is to highlight beauty in all its forms, including animation. Givenchy Parfums launched his first NFT in honor of Pride Month, collaborating with the gallery owner Amar Singh and the artists of Rewind Collective to create a work of art NFT that will be sold for charity and whose proceeds will be donated to the association Le MAG Jeunes organisation. A crypto art consisting of a series of animated portraits that symbolize diversity, identity and the fight for equal rights, on sale until June 26 in over 1900 editions on the mobile platform Veve. Last but not least, is Zara, where you can experience a transversal beauty shopping experience in the metaverse, even if at the moment it is still in work in progress.