The party marks Lottie London’s second foray into the virtual world of the Metaverse, following the launch of its Chaun Legend campaign in March
The brand said it is looking to engage with its Gen Z audience
Lottie London is hosting its first ever Metaverse prom party to celebrate the start of the prom season.
The brand, which sells cruelty-free and vegan make-up, said the party is a fully inclusive event, and is encouraging guests to express themselves through wearables, conversation and dance.
The party is being hosted in District X of Decentraland, near to Vegas City, a location within the virtual world of the Metaverse.
The prom was developed in partnership with metanatics, which creates avatars for use in the Metaverse, and will be open for two weeks from 25 May 2022.
The first 2,000 guests will receive an exclusive attendance POAP, an NFT badge proving they were present at the event, that links directly through to the Lottie London Walmart shopping page.
Lottie London said proms are a ‘key milestone’ in the high school career, and is looking to engage with its Gen Z audience.
“The brand’s synergies with the Decentraland platform are clear and extension into the Metaverse was inevitable,” the brand said in a statement.
“The platform’s notions of collaboration and expression align perfectly with Lottie London targeted audience of Gen Z tech savvy as well as the brand’s ethos of encouraging self-expression and exploration through cosmetics and interaction with others.”
It comes after the brand first utilised the platform in March 2022, with the launch of its campaign with nail artist Chaun Legend.