At this point, everything that can conceptually be moved to the metaverse has been moved. This includes clothing, gaming, general daily living, and now L’Oreal is moving cosmetics to the metaverse. It is the first to do this as it files multiple patents that will allow the cosmetics giant to provide virtual variations of its products for use in this budding space.
L’Oreal Enters Metaverse
L’Oreal is the latest of many fashion and beauty brands that have begun making their marks in the metaverse. Following its predecessors, the cosmetics giant has filed a number of trademarks that will mark its entry into the space. A total of 17 trademarks was filed with the World Intellectual Property Organization that encompassed the brand and its subsidiaries.
The French brand is planning to offer virtual versions of its cosmetics in the metaverse such as skincare, haircare, etc, all of which will be in downloadable format. L’Oreal plans to offer things like virtual perfumes for purchase in the metaverse.
L’Oreal USA made the filings, all of which are related to the brand’s subsidiaries such as Kiehl’s, Urban Decay, Maybelline, It Cosmetics, and Essie, a nail varnish brand. The registrations cover a wide range of capabilities like the rights for non-downloadable virtual fragrances in the metaverse in the case of Kiehl’s. L’Oreal intends to make it possible for all of its users to be able to purchase, sell, and trade all of their virtual cosmetics.
This follows in the footsteps of P&G Beauty, a beauty brand that had made its way into the metaverse in 2021. The Procter & Gamble beauty division virtual world was exclusively for its brands. BeautySphere, as it was named, was created to bring users to the brands. It can be accessed by anyone with a computer, which features immersive video content.
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Although this move by L’Oreal puts its products in virtual form in the metaverse, it is not the first time the beauty brand is entering the space. Late last year, L’Oreal had followed the likes of Nike as its released its first collection of NFTs. These NFTs featured art promoting gender equality by five artists. The NFT line did not do as well as expected. But L’Oreal remains undeterred as it makes a big for the space once again with the new trademark filings.
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