P&G Beauty enters the metaverse with BeautySphere

By

Jennifer Braun

Published
Jan 6, 2022

P&G Beauty took its first step into the metaverse on Wednesday with the debut of its virtual storytelling world, BeautySphere.  

Introduced at the Consumer Electronics Show, BeautySphere allows visitors to virtually interact with P&G Beauty’s portfolio of brands, which includes Pantene, Olay, and more, through live and simulated content, particularly with a focus on “Responsible Beauty”. 

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

The BeautySphere 3D interactive experience can be easily accessed from home or anywhere with a desktop computer at beautysphere.com, where through immersive video content, visitors can learn about the interconnected Responsible Beauty principles of Sustainability, Safety, Transparency, Quality & Performance, and Equality, Inclusion & Wellbeing.

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

During the Consumer Electronics Show, more will be revealed about BeautySphere this week via livestream panels including with metaverse expert Cathy Hackl, who advised P&G on the strategy for BeautySphere, and Twitch streamer Kelsey Impicciche.

Meanwhile, inside BeautySphere, participants are invited to virtually visit the world’s leader in plant science, the Royal Botanic Gardens, Kew, to learn how P&G scientists partner with Kew’s experts to verify that the botanicals used in Herbal Essences bio:renew products are legitimate and of high quality. 

The experience is guided by best-selling author, philanthropist, and Pantene ambassador Katie Piper, who will educate visitors about the plants they discover.

Schrimpf added, “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.”