A few years ago it felt impossible to get through the day without some mention of the metaverse, an immersive corner of the internet in which users interact through avatars.
It was a conversation the beauty industry did not want to be left out of, with a number of brands investing heavily into metaverse experiences.
This included virtual storefronts from Laneige and Laura Mercier, events hosted within the metaverse such as Urban Decay’s Robloc launch party and NYX’s Pride parade, and even virtual training sessions for staff by Coty.
The hype around the metaverse was so huge that advertising agency Cult even launched Metaverse Beauty Week in 2023 – a week-long virtual festival built around a series of beauty-focused online events.
Now, just three years later, the metaverse feels like a distant memory, but what caused the disconnect that meant this new era of interaction between brand and consumer could not sustain itself?
Cosmetics Business asked a number of experts to share their thoughts into what went wrong for beauty brands in the metaverse.
Opinion one: “Essentially the ‘why’ got lost”
Nick Vaus, Creative Director of brand and design consultancy Free the Birds
“I remember the metaverse being in everyday communication and beauty brands were falling over themselves to get into the metaverse.
With a mix of virtual stores, digital collectables, branded gaming experiences and virtual influencers being touted as the future of consumer engagement, it felt as though every brand needed a virtual footprint or risked being left behind.
I think part of the reason it has now gone so quiet is because the technology almost raced ahead without real consideration for consumer behaviour or appetite.
I think the key thing here is whether there is a need. I think the popularity early on was to fulfil an objective rather than actually giving the consumers a tangible experience that feels like it is offering something special.
Essentially the ‘why’ got lost.
Another reason I do not think the metaverse has taken off is that beauty is an inherently sens
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