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P&G Beauty Makes a Jump into the Metaverse

January 12, 2022 Sophie Pitt
January 12, 2022
P&G Beauty

When the term metaverse was coined in the 1992 novel Snow Crash by science-fiction writer Neal Stephenson, the average person most likely didn’t think they’d be finding their latest beauty information through a virtual reality program, yet, that’s where we've ended up, thanks to P&G Beauty. The metaverse, meaning “beyond the universe,” is a combination of virtual and augmented reality which allows users to interact with computer-generated environments, companies, products, and like-minded individuals using an avatar. Worth $46 billion in 2020, the metaverse market size is estimated to reach $800 billion by 2024. P&G is the latest company to delve into the realm of the metaverse with their new virtual storytelling world BeautySphere. This comes alongside debuting their immersive, all-virtual program LifeLab at the 2022 Consumer Electronics Show.

With BeautySphere, P&G Beauty showcases a new virtual storytelling world, allowing visitors to interact with its brand portfolio. Alex Keith, CEO of P&G Beauty, comments: “BeautySphere was inspired by our ongoing commitment to find new and surprising ways for people to connect with our brands, products and values. Our hope is that, through these fully immersive, digital experiences, visitors can interact with our brands in surprising, engaging new ways.”

Visitors will be guided through immersive content, offering an online journey including a tour of Responsible Beauty, P&G Beauty’s eco-conscious platform. With engaging content, livestream panel discussions, and a gamified challenge, visitors will learn about the interconnected Responsible Beauty principles, including sustainability, safety, and transparency, and the ways in which P&G Beauty has already brought these to life through its portfolio of brands. The content underscores Responsible Beauty’s commitment to helping inspire others, advance progress, and speed up positive change.

“Outside of BeautySphere, these principles drive real-world impact and serve as our blueprint of innovation and product development for generations to come,” says Alexis Schrimpf, Vice President of Design, Global Skin and Personal Care. She adds, “We’re excited to share this approach with more people around the world through BeautySphere.”

BeautySphere visitors can also virtually attend the Royal Botanical Gardens, Kew, to learn about the partnership between P&G scientists and Kew's experts on the Herbal Essences product formulation process.Users are also presented with the opportunity to authenticate their own botanical ingredients, guided by best-selling author, philanthropist, and Pantene ambassador Katie Piper, who will educate visitors about the plants they discover.

Every participant who completes the Herbal Essences journey will have the opportunity to help plant a tree in Veracruz, Mexico, to aid native forest ecosystem restoration. An interactive, immersive, and environmentally minded experience, BeautySphere represents the first step in P&G's upcoming, digitally focused education and brand engagement strategies.

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