Metaverse Beauty Week recently announced the initial lineup of participating brands. The brands include Lush, Lottie London, Neutrogena, and Ulta Beauty. The event is to hold from June 12 to 16, spanning Spatial, Decentraland,  and Roblox. Coined “Reality Gets a Makeover,” the event aims to captivate existing fans of these brands by immersing them in a digital realm. Also, the event will engage social gaming enthusiasts who are passionate about web3 environments.

The brands and retailers will transform their products into digital forms such as gamified tools, AR filters, and digital wearables. Notably, Neutrogena will debut in the virtual world as its parent company, Johnson & Johnson, filed trademark applications in March 2022. For Lush and Lottie London, Metaverse Beauty Week allows them to explore and test their web3 readiness on a larger scale.

Lush Leaves Facebook and Instagram

In November 2021, Lush, an ethical cosmetics company, made headlines by exiting Facebook and Instagram, citing those platforms as unsuitable for their brand. Lush has been actively developing its community through various channels, including Discord and Reddit.

Lush in the Metaverse

Earlier in March, Lush launched its metaverse space called Lush House in Decentraland. This virtual space coincided with establishing a physical Lush House during SXSW in Austin. From March 11 to 30, Lush House in Decentraland attracted approximately 1,000 visitors, showcasing the brand’s early success in the metaverse.

During the event, Lush will incorporate elements of synesthesia from its Lush Spa and introduce the metaverse’s largest bath bomb. Lush intends to unveil new experiences daily in the designated Decentraland Wellness zone, ensuring a dynamic and engaging event.

This will be Lottie London’s third presence in the metaverse. Each of these events received 2,600 visits and provided participants with wearables and proof of attendance protocols (POAPs). Customers could play with skins inspired by various products in the gamified vending machines that Lottie London is putting at MBW’s Spatial. In addition, the company will run a mini-game on Roblox where players who gather popular Lottie London goods from TikTok must beat the clock. The accumulated points while playing the game will translate into real-life prizes featuring the brand’s products.

The featured image is from playtoearn.net