Pinterest’s beauty boss: ‘The metaverse is dividing consumers and challenging brands’

Published: 7-Apr-2022

As Cosmetics Business' columnist, Pinterest's Head of Beauty Tom Spratt explores the most contradictory trends of the year: natural versus digital beauty

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"If there’s a token word in every brand campaign brainstorm this year, it’s no doubt ‘metaverse’. A platform which has taken the fashion and beauty industry by storm as a cutting edge way to engage users in a new digital era. But is it a reflection of consumers' real life wants? No, and it doesn’t need to be.

When the pandemic caused physical retail to close, it accelerated brands to consider their ventures into the virtual world. Alongside it, consumers also became more receptive to the idea of a metaverse, as they had already moved virtually with their beauty routines.

Even after we stepped back into the physical world following lockdown the trend looks set to stay, with L'Oréal recently submitting 17 individual trademark applications to bring its brands into the metaverse and luxury conglomerate LVMH, creating a digital ambassador to present its brand innovation.

And it works. Beauty

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