Organised by creative agency Cult, the debut event — being held from June 12 to 17 — will host participants across a series of curated spaces in Decentraland, Roblox, and Spatial.
Brands taking part such as Neutrogena, Flannels, Glossybox, Lottie London and LUSH will showcase their latest pioneering activations across multiple metaverse and augmented reality (AR) spaces, as well as in real life at the event, which is being held under the theme ‘Beauty Gets A Makeover.’
“We hope to establish a deep connection for the beauty industry with Web3, demystifying these environments and showing how accessible and beautiful they can be,” Cat Turner, Chief Creative Officer and Co-founder of Cult.
The event’s interoperable approach is intended to draw in more Web3 users from across the digital pond, from social gamers in Roblox to tech proponents in Spatial.
Using a series of ‘portals’ to transport users from one world to another, each platform will tap its proprietary technology to deliver a native festival experience.
Cult’s Beauty Week includes a real-world component to appeal to less tech-savvy consumers who may not possess the know-how needed to navigate the virtual spaces.
The event will unveil a Digital Beauty Exhibition at Flannels’ flagship concept store in London, coined Flannels X, where visitors can interact with AR mirrors and AR filters – which Cult claims will not only retouch and enhance onlookers’ appearance but also give participants the chance to subvert and distort contemporary beauty norms.
“Subverting beauty standards and being playful, expressive and adventurous are what modern consumers crave from their beauty touch-points. We love to see different versions of ourselves, and Web3 is an extension of that real-world experience,” Turner says.
More information HERE