Beauty Week in the Metaverse – it is a whole new world!

Glamor comes to the metaverse. And how!

The world’s first ever Metaverse Beauty Week is coming soon. It is a five-day festival featuring a whole bunch of beauty brands for both in-person events and virtual activations across the three big platforms - Roblox, Decentraland and Spatial.

This Beauty Week is planned for June 12th to the 16th – with metaverse experiences planned for three of those days. Apart from this, there will be additional physical events that will be hosted in London and New York.

The creative agency Cult is behind this mammoth event – Cult has worked in the luxury, beauty and fashion sector for over a decade. The goal of this event is to establish the category “beauty” in the emerging Web3 landscape.

This Metaverse Beauty Week was inspired by Decentraland’s Metaverse Fashion Week that was launched in 2022 and returned for a second year last month. This event had roped in over 60 brands, including Estée Lauder, which was its exclusive beauty partner.

The plans for the event will be revealed mid-May but audiences can expect to see a main plaza on each platform which would connect them with various participating brands. In true Metaverse form, many of the experiences in this Beauty Week will be gamified. There will be treasure hunts, try-ons and NFT wearables.

The main goal behind using three different platforms is primarily accessibility. Decentraland may be easier to access for some than others. The 3D social platform Spatial can be accessed through a web browser. Roblox is in the running primarily to attract younger consumers, namely Gen Z and Gen Alpha, who are drawn to gamified experiences.

At a time when most people seem to think that the Metaverse is defunct and has been banished into oblivion practically by the new shiny kid on the block, AI, it doesn’t seem to appear so.

Disney might have pulled out of Metaverse – and maybe some other brands – but there are still many others who are drawn to its potential to tell a story like nothing else can.

Fashion and Beauty are natural fits on the Metaverse. The ability to demonstrate a style or a beauty trend finds a natural home in the metaverse. There are wearables and NFTs and games and treasure hunts – they attract Gen Z like moths to a flame.

Gen Z spends most of its life online. To that generation, Metaverse is where it is most happening! They have spent a lot of their lives gaming – where they have distinct personas – where they believe they can truly be themselves. So it is a very smart strategic move on the part of brands who wish to engage with them on the Metaverse.

Gen Z welcomes brands in the metaverse and they like it when they have wearables and other virtual items of fashion and beauty that they can have fun with. The beauty brands that are on board this Beauty Week stand to gain tremendously.

On the other hand, there is a group of those who mistrust the Metaverse and stay miles away from it. To woo them, there are physical events planned in London and New York. And ta-da! It’s Phy-gital!

Phy-gital is the most engaging strategic move that brands can make in today’s very connected digital world. And that is what will make them winners, when the chips fall.