CEW is excited to announce the first ever Metaverse Beauty Week is coming this June! More and more brands are dipping their toes into the immersive worlds of beauty to further embrace the boundless playfulness of the metaverse and engage new audiences, whilst exploring how beauty and wellness can be experienced by consumers which has transcended IRL (in real life) to IVL (in virtual life).
This is why B-Corp creative agency CULT – with over a decade of helping brands to harness emerging technologies and reach new audiences – felt it was the ideal time to curate the first ever Metaverse Beauty Week. Enabling brands and consumers alike to spend a week playing, exploring, learning and experiencing beauty like never before.
In a first of its kind multiverse experience for beauty, the festival will be held across multiple metaverse platforms including; Spatial, Roblox and Decentraland and will take place between 12th and 16th June. The immersive virtual beauty festival will include ‘phygital’ converged experiences, wearables and gamified activations from a roster of global and indie brands spanning the beauty and wellness sectors. The experience also sees a new partnership for CULT with ‘Web3 one-stop-shop’ Exclusible – the luxury metaverse experience providers who will work alongside CULT’s in-house creative team to create beautiful and unique spaces in Spatial.
“A first of its kind, we see Metaverse Beauty Week as a step towards understanding the infinite possibilities for beauty within Web3. So many brands, large and small, are exploring the digital side of beauty experiences, rising above physical limitations and we are excited to see some of the world’s greatest beauty brands engaging in the future of beauty and wellness in the metaverse, and what it can mean for their communities,” – Bridey Lipscombe, CEO of CULT and Metaverse Beauty Week Co-Founder
Cult’s experience and specialism with beauty brands from Marc Jacobs to Mac, Sally Hansen to Shiseido, and their recent projects exploring web3 activations for brands, sees them perfectly suited to devise a metaverse experience for consumers.
“We are all still learning about what leaping into web3 means for our lives, in an environment where we value human connection more than ever before. This is why we are inviting guests to give reality a makeover and step into a multiverse of experiences that inspire everything we love about beauty and technology coexisting together. MBW was conceived as a natural extension of our wealth of experience in beauty across the past 10+ years and we see web3 offering infinite self-expression for all.” – Cat Turner, CCO of CULT and Metaverse Beauty Week Co-Founder
HOW IT WORKS
Over the course of the week in mid-June, Metaverse Beauty Week will see participating brands host a suite of immersive experiences that look to redefine the future of beauty in our virtual lives, inviting their consumers to join them in these virtual playgrounds, and experience beauty like never before. The experiences will exist in Decentraland, Spatial and Roblox as well as a multitude of IRL experiences with physical touchpoints. From games that allow you to win exclusive prizes and products in the metaverse as well as ones that will then be delivered to your door IRL, and avatars that can collect wearable NFTs (non-fungible tokens) which earn them everything from hair and beauty makeovers to emotes.
HOW TO GET INVOLVED
Guests are encouraged to sign up for all the latest announcements HERE, including education pieces on how to join each metaverse and how to create their avatars. The programme will be fully linked through the website, on social media (@metaversebeautyweek) and from email. Over the week, events will be held across platforms in a way that allows users to experience activations in each one. There will be clear routes for joining as well as support from Metaverse Beauty Week team members.
HANDS ON EXPERIENCES
Alongside all the virtual fun and discovery happening in the metaverse, there will also be physical in-person events taking place across the week to celebrate beauty’s involvement in the web3 space. Inviting users to see, touch, feel and shop the products that have appeared virtually in front of them, it’s the perfect way to showcase how the two worlds can co-exist. Proof that the metaverse will simply add another dimension to an industry rooted in experiences.
