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Designed to debut at CES, platform combines live and simulated content.
January 5, 2022
By: Christine Esposito
Editor-in-Chief
Procter & Gamble Beauty has unveiled BeautySphere. Described as a first step into the metaverse, BeautySphere allows visitors to virtually interact with P&G Beauty’s portfolio of brands through live and simulated content. “BeautySphere was inspired by our ongoing commitment to find new and surprising ways for people to connect with our brands, products and values,” according to Alex Keith, CEO, P&G Beauty. Accessible from any desktop, BeautySphere offers a journey of discovery through its Responsible Beauty platform, according to P&G Beauty. Consumers can learn about interconnected principles of sustainability, safety, transparency, quality and performance and equality, inclusion and wellbeing. During CES, BeautySphere will host six livestream panels (Jan. 5 – Jan. 7), featuring discussions with P&G researchers, brand experts and innovators as well as metaverse expert Cathy Hackl, who advised P&G on the strategy for BeautySphere, and Twitch streamer Kelsey Impicciche. Each panel will offer an insightful discussion on topics connected to product safety, equality and inclusion and more. BeautySphere participants can also 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 haircare brand Herbal Essences bio:renew products are legitimate and of high quality. As part of the experience, visitors can authenticate their own botanical ingredients, guided by best-selling author, philanthropist, and Pantene ambassador Katie Piper, who will educate visitors about the plants they discover. According to P&G, Piper champions her own responsible beauty principles of transparency and inclusion when raising awareness for fellow survivors of acid attacks. Participants who complete the virtual Herbal Essences journey have the opportunity to make a positive impact in the real world by helping plant a real tree in Veracruz, Mexico.
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