Beauty brands prepare to step into the metaverse

Anna Shvets / Pexels

Gen Z views gaming like any other form of entertainment alongside music/film/social media. They focus on building alternative realities they can share on social media. Images are just as important in these alternative realities as it is IRL, and wearing a new beauty product in the virtual world carries just as much kudos as in the real world.  

The beauty of collaborations

Time spent gaming increased 29% during Covid-19 and is forecast to continue increasing by 14% after the pandemic. Women make up 46% of gamers, providing beauty brands with an  opportunity to grow sales URL and IRL. Early adopters included MAC, which launched limited lipsticks via Honor of Kings and a collection for Sims 4. Glossier, Tatcha and Givenchy Beauty have all launched activations in Animal Crossing New Horizons. 

In October 2020, EM Cosmetics hosted a League of Legends livestream to launch its new Daydream Cushion Foundation, boosting sales by 278% compared to previous launches.

ThisIsEngineering / Pexels

Gaming platforms also offer a place for escapism and a safe space for self-expression. We forecasted Skillusionists in our Beauty Personas 2023 report. The digital realm will hold an increasing fascination for this new persona. They will be the first beauty consumers to embrace the Metaverse – a shared virtual space that can be roamed – merging real-life looks with their digital alter egos. IRL, they will choose brands that share their values of inclusivity, diversity and self-expression

Brands such as Estée Lauder have already embraced the gaming trend with The ARNcade, a mini site where shoppers can play a choice of four retro arcade-style games themed around its latest products.

Virtual make-up gains traction

By 2023 we will see brands collaborating with digital designers and VR artists to explore beauty opportunities in the virtual world. This community will likely be involved in the product development process, elevating make-up to an art form and experimenting with different media and products, blending IRL and digital effects. Being camera ready could soon be a phygital thing.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.