P&G's BeautySphere is the CPG giant's first foray into the metaverse, where it joins other major marketers seeking to establish a foothold on a nascent virtual landscape that's seen increased interest from digital-first consumers who have adopted non-fungible tokens (NFTs) and related technologies. For the marketer of beauty brands including Olay and Old Spice, the virtual world is a way to engage with consumers who are increasingly difficult to reach through traditional marketing channels in more meaningful ways.
"BeautySphere was inspired by our ongoing commitment to find new and surprising ways for people to connect with our brands, products and values," P&G Beauty CEO Alex Keith said in the press release. "Our hope is that, through these fully immersive, digital experiences, visitors can interact with our brands in surprising, engaging new ways."
The focus of BeautySphere is P&G's purpose-driven Responsible Beauty platform, allowing the company to boost another marketing priority while it dips its toes in the metaverse, a concept that — like NFTs — is still proving its utility to consumers. Participants will be able to virtually visit the Royal Botanic Gardens, Kew to learn how P&G partners with the scientific organization for work around its Herbal Essences bio:renew products. Participants who complete the Herbal Essences program can help plant a real tree in Veracruz, Mexico, as part of reforestation efforts, helping P&G to bridge purpose-driven efforts in the virtual and real worlds.
Along with livestream panels tied to this week's CES featuring P&G researchers, metaverse expert Cathy Hackl and Twitch streamer Kelsey Impicciche, BeautySphere will include a range of live and simulated content, including a gamified challenge that could make the experience stickier with consumers.
Despite increased interest from marketers including Nike and Coca-Cola, the metaverse is still at an early stage of development, with just 38% of global consumers familiar with the concept, according to a September report from Wunderman Thompson Intelligence.