Coty Announces Plans for New Metaverse Virtual Campus To ‘Upskill’ Global Workforce

Coty Inc., through a partnership with tech innovator Spatial, is creating a virtual campus for its 11,000 global employees. The internal metaverse space—a.k.a. Coty Campus—will “upskill Coty’s global workforce and will empower future innovation for Coty’s broad portfolio of brands,” the company said in its announcement.

“Coty is committed to being a leader in digital and continues to push the boundaries of innovation,” said Chief Digital Officer Jean-Denis Mariani. “With Coty Campus, we are proud to leverage Spatial’s Web3 and gaming technology on a groundbreaking scale to create new immersive experiences that will provide the most interactive solutions for collaboration and co-creation. Coty is thrilled to be the first beauty company to embark on this kind of project.”

Using desktop and mobile technology from Spatial, the Coty Campus will integrate tools like text and vocal chat discussions, screen-and-filesharing and customizable avatars. 

Coty Campus will be the first metaverse to gamify global collaboration and engagement through a phygital reward system, based on item collection, location exploration and quest fulfillment, according to Coty and Spatial. 

The Coty Campus will launch this fall. 

“Partnering with Coty to create and launch Coty Campus is a significant industry milestone, reinforcing Spatial's commitment to developing accessible virtual experiences that foster engaging and meaningful connections across web, mobile, and VR. Together, we take pride in pushing the boundaries of technology and crafting new models for scalable gamified experiences for Coty's 11,000 global associates,” said Gianna Valintina, global director, partnerships, at Spatial.