Major Brands Rethink the Role of Chief Metaverse Officer

    Published on:

    Countless obituaries have been written about the Metaverse, but not everyone is reading the same pages. This week, 120-year-old American cosmetics brand Elizabeth Arden launched its first virtual store in the Metaverse. The opening of this store demonstrates the growing importance of the Metaverse to the global beauty industry.

    Housed on experiential e-commerce platform Obsess, the digital store allows users to explore Elizabeth Arden products, including skincare and fragrances, and learn about their history. It is a fully immersive experience that allows people to interact with products in a realistic way.

    According to Martin Williamson, the brand’s global chief marketing officer, users can also zoom in on products, read about their ingredients and even try them on virtually. The store also has a history section that tells the story of the founder of the eponymous brand.

    “We operate as a true omnichannel business, evolving the customer experience and engaging a new generation of shoppers about our products and heritage through digital storytelling,” said Williamson. . Said in a statement.

    Also read: Gucci Uses the Metaverse as a Product Testing Platform

    Reinventing Beauty The Metaverse Way

    The Metaverse is an emerging immersive virtual world created by the convergence of virtual reality (VR), augmented reality (AR) and the internet. It’s a place where people can connect with each other and with digital content in a way that feels real to some users.

    In an industry already thriving on digital marketing and e-commerce, beauty brands are well positioned to benefit from the Metaverse. According to Metaverse expert and author Lum Dominic, it can offer brands like Elizabeth Arden a new way to reach consumers.

    “The Metaverse is an Opportunity” [for entities] To innovate for more immersive experiences [for consumers] You can apply beauty products virtually,” says author Dominic. Beginner’s guide “Evolution to the Metaverse,” said MetaNews.

    “It also fosters better social communities. Online is the new community. Like it or not, there is a distribution of influence and value in the environment you can experience through the Metaverse. We would like to respond as soon as possible,” he added.

    Dominique talked about how Elizabeth Arden uses the Metaverse to create virtual makeovers and deliver live beauty tutorials. The metaverse can also help build new forms of beauty content, such as virtual fashion shows and beauty documentaries.

    “This is a journey into the digital transformation of an enterprise. [beauty companies] E-commerce and online shopping are made possible by balancing virtual and physical experiences,” says Dominic.

    More beauty brands join the trend

    Beauty enthusiasts are already experiencing multiple metaverse use cases elsewhere in the industry. Brands such as Sephora, MAC Cosmetics and L’Oréal have all opened stores in the Metaverse.

    These brands are using the Metaverse to interact directly with their customers for commercial and promotional purposes.

    In April, Estée Lauder’s Clinique launched its eponymous virtual shopping experience,clinique labBuilt in partnership with Metaverse company Journee, the digital storefront comes with a virtual Clinique counter where users can create customized avatars and explore six unique zones.

    Laura Mercier virtual store

    French beauty brand Laura Mercier opens beauty world Metaverse store in December.Like Elizabeth Arden, the company Obsess over Establish the first virtual experiential e-commerce presence. Laura Mercier utilizes web-based VR and AR to deliver his 3D and 360-degree Metaverse experiences in high definition.

    recently obsessed launched The Ava by Obsess service enables brands and retailers to create stores within the metaverse. To date, the company says it has helped build more than 200 of his immersive stores for brands such as Ralph’s Lauren and Charlotte’s Tilbury.

    for Charlotte TilburyThe company launched its first physical store digital twin in 2020. The following year, the company announced a 3D virtual store with the ability for users to invite friends and family to the virtual store experience via email or text message.

    The retailer reportedly “now offers branded avatars of Metaverse shoppers that can personalize all aspects of the shopper, including skin tone, facial features, body type, clothing, and makeup. There is.

    not everything is rosy

    But it’s not always rosy for beauty brands entering the metaverse. Metaverse expert Loom Dominic told Metanews that businesses could struggle with data privacy and security issues, including the technology and infrastructure required.

    “This technology can be unreliable as needed, and the cost of setting up and maintaining a metaverse store is high,” he said.

    There is also the issue of lack of regulation in this space. This means that “there are no clear rules or regulations on how to operate a business in the metaverse.”


    Leave a Reply

    Please enter your comment!
    Please enter your name here