How To Thrive In The Metaverse as a Beauty Business

It's been all over the news.

It has all the internet in a frenzy.

And people are calling it the next big thing.

And no, I'm not talking about what was popping out on Nick Cannon's TV segment not too long ago.

I'm talking about the Metaverse. Mark Zuckerberg's latest way to reach younger audiences. According to the companies initial statement, “Meta’s focus will be to bring the metaverse to life and help people connect, find communities and grow businesses.”

By now you know that the Metaverse plans to bring a virtual three-dimensional (3D) platform where businesses and individuals create communities, shop, and engage with one another.

And unless you caught Meta's Connect 2021 event, (which we'll assume you haven't because you're reading this post) you most likely have a lot of questions about the metaverse, VR/AR, gaming -but specifically, how does all of it impact the beauty industry?

You got the questions, we got the answers. Let’s tackle some of the BIGGEST questions surrounding the metaverse and how your beauty business or brand can thrive in this exciting new space!

First Thing First.....What Does The Metaverse Have To Do With Beauty Industry?

Beauty & gaming have a looong history hunny.

Being a gamer girl myself, the best way I can explain the Metaverse is by comparing it to Sims 4, IMVU, Fortnite, and Roblox. These games create a 3D, virtual and immersive landscape where players can customize their avatars, interact with others, and build a world of their own imagination.

Mac Cosmetics partnered with Sims 4, giving users the chance to dress their sim character up using their products. Other brands, like Givenchy and NARS, followed suit by launching their products in the popular Animal Crossing game.

It's a natural parallel between beauty and gaming.

They both grant the power of expression, transformation, and escapism it allows individuals to step away from their surroundings and lose themselves, free from prejudice, boundaries, and uncertainty.

Gaming is also one of the fastest-growing media segments and FULL of beauty consumers who love integrating makeup into their streams or replicating looks from their favorite characters in real life.

What Will The Metaverse Bring To The Beauty Industry?

The introduction of the Metaverse, gaming, and AR allow beauty consumers to build bonds with brands they resonate with the most. The goal of most beauty brands is to cultivate a deeper connection with the audience. Since the pandemic, that has become increasingly difficult.

Cosmetic brands had to accelerate their transition to the virtual world, doubling down on initiatives to ensure that their customers did not give up on their beauty routines. As a result, apps offering virtual makeup testing -- essentially based on augmented reality -- started springing up during lockdown, giving everyone the opportunity to experiment with different shades of foundation, lipstick and nail polish before buying them directly online. It's precisely this technology, along with the now ubiquitous filters found on many social networks, that is, or will be, echoed in these virtual worlds.

Many players in the fashion and luxury industries have already been seduced by this new world! Nike, Adidas, and Balenciaga have already launched, or are working on, their own iterations of the Metaverse!

But what does that mean if you're not one of these huge brands in the beauty industry?

Horizon Worlds is Meta's first attempt at releasing something that resembles CEO Mark Zuckerberg's vision of the metaverse.

How Can I Use the Metaverse For My Beauty Business?

Beauty brands wishing to make their mark in the metaverse need to be tailored in their marketing, flexible with expectations, and willing to take a grassroots approach.

You'll want to experiment, pay attention to the upcoming trends, and keep your marketing goals at the forefront of your mind. The Metaverse grants a new world of opportunities to connect with your consumers in a uniquely immersive way. Check out what we mean with these examples below

• Livestream Shopping Experiences

• AR Filters To Showcase How Products Look On Your Consumer

• Virtual Fashion Shows

• Virtual Pop Up Shops

• Employee Trainings & Team Meetings

• Run Live Courses

• Virtual Storefronts

Virtual storefront developed by Obsess for Dermalogica. OBSESS

Conclusion

Beauty and Retail Brands should always be in a test-and-learn mode, and the digital landscape, in particular, requires intellectual curiosity. The metaverse is potentially the next iteration of how humans use the internet to connect, communicate and transact — sitting on the sidelines too long is not likely to be an option!