Pure Beauty

Coty creates gamified metaverse space to upskill staff

By Alessandro Carrara | Published: 26-Apr-2023

Coty staff will be trained to use the space using a ‘phygital reward system’, based on item collection, location exploration and quests

Coty has created a new metaverse space which will be used as a training tool to upskill its 11,000 strong global workforce.

Set for an autumn launch, ‘Coty Campus’ aims to improve Web3 technology know-how and prepare staff for future global collaborations and networking in the metaverse.

Training will be done through a “phygital reward system”, based on item collection, location exploration and quest fulfilment.

The platform also integrates tools such as text and vocal chat discussions, screen-and-file sharing and customisable avatars.

“Coty is committed to being a leader in digital and continues to push the boundaries of innovation,” says Coty Chief Digital Officer, Jean-Denis Mariani.

“With Coty Campus, we are proud to leverage Spatial’s Web3 and gaming technology on a groundbreaking scale to create new immersive experiences that will provide the most interactive solutions for collaboration and co-creation.”

The space was created in partnership with tech company Spatial, which hosts a platform enabling users to design 3D locations which can be accessed through a web browser.

The company was founded by Anand Agarawala and Jinha Lee in 2016.

“Partnering with Coty to create and launch Coty Campus is a significant industry milestone, reinforcing Spatial's commitment to developing accessible virtual experiences that foster engaging and meaningful connections across web, mobile, and VR,” said Spatial Global Director, Partnerships Gianna Valintina.

“Together, we take pride in pushing the boundaries of technology and crafting new models for scalable gamified experiences for Coty's 11,000 global associates.”

Coty joins the growing number of beauty brands tapping into the metaverse for marketing and branding purposes. 

Clinique recently unveiled its virtual Clinique Lab, which aims to bring the brand’s retail experience to its global consumers.

Living Proof also entered the metaverse in March with its first-ever virtual store.

Customers are able to shop Unilever-owned hair care company’s products and undergo a personalised hair consultation through a series of four “immersive” rooms.

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