P&G has launched BeautySphere, a virtual world in which consumers can learn about the world of beauty and how P&G’s brands are living their ethos of Responsible Beauty.
The storytelling platform is P&G’s biggest foray into the metaverse to date. The standalone world, accessible via desktop, offers a ‘journey of discovery’ that will teach consumers about P&G’s principles of Responsible Beauty, namely sustainability, safety, transparency, “quality & performance”, and “equality, inclusion & wellbeing”.
To this end, BeautySphere will host livestreams of panel discussions centred on these topics. Elsewhere, users can visit a virtual replica of the Royal Botanic Gardens at Kew, in England, to learn how P&G partners with the institution to create its Herbal Essences bio:renew products. The interactive experience allows users to authenticate their own ingredients to ensure their legitimacy and quality, led by the avatar of Pantene ambassador Katie Piper. For every user who completes the experience, P&G will plant a tree in Veracruz, Mexico as part of a reforestation initiative.
Alexis Schrimpf, vice president of design, global skin and personal care, said: “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.”
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