BeautySphere can be accessed from any desktop computer and allows consumers to interact with the company's portfolio of brands through live and simulated content, livestream panel discussions and a gamified challenge. While it launched with livestream panels during CES, BeautySphere will persist after the trade show. As it joins other brands in the metaverse, P&G is using BeautySphere to educate consumers about Responsible Beauty, a purpose-driven platform focused on sustainability, safety, transparency, quality and performance, and equality, inclusion and well-being.
P&G's BeautySphere is the CPG giant's first foray into the metaverse, where it joins other major marketers seeking to establish a foothold on a nascent virtual landscape that's seen increased interest from digital-first consumers who have adopted non-fungible tokens (NFTs) and related technologies. For the marketer of beauty brands including Olay and Old Spice, the virtual world is a way to engage with consumers who are increasingly difficult to reach through traditional marketing channels in more meaningful ways.
The focus of BeautySphere is P&G's purpose-driven Responsible Beauty platform, allowing the company to boost another marketing priority while it dips its toes in the metaverse, a concept that -- like NFTs -- is still proving its utility to consumers. Participants will be able to virtually visit the Royal Botanic Gardens, Kew to learn how P&G partners with the scientific organization for work around its Herbal Essences bio:renew products. Participants who complete the Herbal Essences program can help plant a real tree in Veracruz, Mexico, as part of reforestation efforts, helping P&G to bridge purpose-driven efforts in the virtual and real worlds.
Along with livestream panels tied to this week's CES featuring P&G researchers, metaverse expert Cathy Hackl and Twitch streamer Kelsey Impicciche, BeautySphere will include a range of live and simulated content, including a gamified challenge that could make the experience stickier with consumers.