The metaverse is becoming increasingly normalized across the beauty industry. So much so that the impending Metaverse Beauty Week is set to take place in mid-June. These days, new product launches are being considered physically and virtually, with many brands using the online space to advertise and market their latest SKUs. From Elizabeth Arden's spa to Coty's business platform, here are the newest metaverse movements in beauty selected by BeautyMatter:

Coty: The cosmetics giant has entered the metaverse by collaborating with Spatial. Named Coty Campus, the platform was created as a resource to upskill Coty's 11,000 employees worldwide in the hopes of empowering future innovation for its portfolio of brands. The innovation is set to launch in the fall and is the first within the beauty industry to incorporate workforce training into the metaverse. The space works on mobile and desktop platforms and features tools such as text and vocal chat rooms, screen and file sharing, and the option to create a customizable avatar. Employees have the opportunity to collect points that are displayed with their avatar by retrieving items from different locations, exploring rooms, and quest fulfillment. "Partnering with Coty to create and launch Coty Campus is a significant industry milestone, reinforcing Spatial's commitment to developing accessible virtual experiences that foster engaging and meaningful connections across web, mobile, and VR," comments Spatial Global Director of Partnerships Gianna Valintina.

Laneige: The K-Beauty brand has debuted its first metaverse activation in the form of a virtual store. When entering, customers are placed into a lobby in the clouds, which divides into five different rooms, each designated to a product: Waterbank Wonderland, Sleeping Mask Slumberland, On Set With Sydney, Lip Love Land, and Laneige Lab. In each room, visitors are given the opportunity to learn more about the ingredients within the brand's skincare products through gamification, animations, and videos. In the On Set With Sydney room, consumers are given access to exclusive videos and photos of actor and Laneige spokesperson Sydney Sweeney. Those visiting the virtual world can also participate in a scavenger hunt for the chance to win two free products alongside a physical product purchase. Skincare quizzes are also offered, giving product recommendations to consumers based on their skin type. The metaverse store was created in celebration of the brand's newest collection, the Water Bank Blue Hyaluronic Collection, with these products advertised throughout the online space.

Elizabeth Arden: After 120 years of Elizabeth Arden, the brand still has what it takes to appeal to the modern consumer. Elizabeth Arden's first metaverse exploration comes in the form of a shopping experience and walks visitors through the rich history of the brand. The activation was created to engage a new generation of shoppers and inform them of the values of Elizabeth Arden, telling the story of its namesake founder and her dedication to beauty. The space includes art gallery elements with paintings that visitors can "jump" into to learn more about each scene shown within the artwork and pictures. The virtual store also includes a spa room featuring elements designed to inform visitors of the ingredients used in Elizabeth Arden Skincare and their history. It offers gaming opportunities and quizzes to help consumers find the best products for them. The platform allows consumers to browse and shop as they play, with designated spaces for new products, including the ceramide product alcove that advertises the brand's new Advanced Light Ceramide Capsules.

Bobbi Brown: The British beauty brand has filed two trademarks for the metaverse. Filed with the United States Patent and Trademark Office, the applications are IC 009: "Downloadable virtual goods associated with images of cosmetic products for use in virtual worlds," and IC 041: "Entertainment services, namely providing virtual cosmetics for entertainment purposes in virtual environments." The trademark applications are the same as those made by Ulta, Maybelline, and Sephora last year; Maybelline's application led to the brand's metaverse launch on Tmall and virtual ambassador, May. Bobbi Brown's applications have been made under "intent to use," meaning the company is expected to develop products for the metaverse shortly as opposed to filing for a trademark to protect the brand's name in the virtual space.