Are you finally evolving with ease into the wonderful world of Instagram or Tik Tok? Now is the time to set foot in the metaverse. Welcome to beauty 3.0.
Let’s take a look at the vocabulary. What is the metaverse and what will it bring us? Mark Zuckerberg, the creator of Facebook, renamed Meta, sums it up: “A construction of virtual reality destined to supplant the Internet, to merge virtual life with real lifeand create endless new playgrounds for everyone – you can do almost anything you imagine. » From a brands perspective, this means developing new forms of communication and enabling consumers to shop differently.
The first Metaverse Fashion Week was held from 24 to 27 March, via the Decentraland platform. The clothes presented were not a virtual version of what can then be purchased in stores, but real digital creations, called Wearable, intended to dress an avatar. In fact, the metaverse is not a representation of reality but a world in itself, an immersive environment in which we walk thanks to its virtual twin. Many fashion brands are already occupying this ground.
Metavers: a new way to consume
Today it’s up to beauty to rush in 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, which are exploding. It makes perfect sense for these sectors that are still generating wealth to band together. It is estimated that in 2030 the metaverse will weigh up to 10% of the luxury business», points out Eric Briones, co-founder of the Paris School of Luxury, author of Luxe & Digital. The new territories of luxury. 2nd edition (Dunod). It is, to be precise, the metaverse, a virtual world derived directly from video games, and NFTs, Non Fungible Tokens, non-fungible objects, i.e. unique and non-interchangeable objects. Specifically, these are digital files with a certificate of authenticity, stored on a blockchain. A new type of consumable item.
Metavers: a new reality
In the metaverse, 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 (game enthusiasts), this virtual double 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 him than in real life. Studies show that it helps young people discover themselves and feel better, take on differences, for example skin diseases »comments Eric Briones. We understand that makeup is a perfect tool for molding another self, and brands have everything to gain by occupying the field.
Metaverse: towards the beauty of the future?
The Makeup label, for example, pushes the concept a long way: lThe brand sells avatar makeup on the metaverse, which the consumer can also use on their own photo via social networks. “We can see how interesting this can become for brands. They launch the collections, market them first on the web, then can offer the real version in stores. The 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, the creative director of make-up. You can purchase them to create your own avatar. For his part, Gucci has partnered with Animal crossing and his game new horizons to create the GG Island, inspired by the Gucci Guilty perfume campaign. It is an avatar of the actor Jared Leto who welcomes visitors and guides them to this island where it is possible to play and consume products.
The American makeup brand Too Faced has inaugurated its Virtual House, where you create your digital double to access games, get discount coupons and buy your favorite products. You can also meet your friends’ avatars there. An immersive experience that inevitably makes the classic e-commerce obsolete. In the same spirit, Givenchy has inaugurated its Beauty House, accessible via the games platform Roblox, while makeup artist Charlotte Tilbury has decided to brush up on the online shopping and advice experience by launching her 3D avatar and virtual shop to interact with her customers, wherever they are. Today metaverses still have a very “childish” style, but much more photorealistic things will soon emerge that will be able to attract luxury even more and address more targets.
Write to Claire Dhouailly
Photo credits: Billie Thomassin