P&G Beauty joins the metaverse with BeautySphere

P&G Beauty has made its first foray into the metaverse, debuting its virtual storytelling world BeautySphere at the Consumer Electronic Show (CES).

BeautySphere allows visitors to virtually interact with P&G Beauty’s portfolio of brands, including Olay and Pantene, through live and simulated content.

The BeautySphere 3D interactive experience can be easily accessed via a desktop computer at beautysphere.com. Through immersive video content, panel discussions and gamified challenges, visitors can learn about the “interconnected responsible beauty principles of sustainability, safety, transparency, quality and performance and equality, inclusion and wellbeing.”

During upcoming panel events at the CES this week, more will be revealed about BeautySphere via conversations with Twitch streamer Kelsey Impicciche and metaverse expert Cathy Hackl, who advised P&G on their strategy for BeautySphere.

BeautySphere participants can also virtually visit the Kew Royal Botanic Gardens, to learn how P&G scientists partner with Kew’s experts to ensure the botanicals used in Herbal Essences bio renew products are of high quality.

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As part of the experience, visitors can authenticate their own botanical ingredients, guided by Pantene ambassador Katie Piper, who will educate visitors about the plants they discover.

“BeautySphere was inspired by our ongoing commitment to find new and surprising ways for people to connect with our brands, products and values. Our hope is that, through these fully immersive, digital experiences, visitors can interact with our brands in surprising, engaging new ways,” P&G Beauty chief executive officer Alex Keith said.

P&G vice president of design, global skin and personal care Alexis Schrimpf added: “Outside of BeautySphere, these principles drive real-world impact and serve as our blueprint of innovation and product development for generations to come. We’re excited to share this approach with more people around the world through Beautysphere.”

“In the spirit of Responsible Beauty, every BeautySphere participant who completes our virtual Herbal Essences journey will have the opportunity to make a positive impact in the real world by helping plant a real tree in Veracruz, Mexico a region that supports restoration of native forest ecosystems.”

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