06.14.23
Gen Z brands Lottie London and I Am Proud are partnering with Metaverse Beauty Week for the first annual beauty festival in the Metaverse, which is taking place from June 12-17 across Decentraland, Roblox and Spatial.
Lottie London will be hosting a game on Roblox that will focus on its TikTok viral products: Stamp Liner Wing Edition, Superfake Mascara, Freckle Tint, Diamond Bounce and Stay Press’d Press On Nails in Pastel Dreams. The event is likened to a treasure hunt in which attendees can collect tokens and redeem them for real prizes; it merges the digital with the real world for a gamified experience, officials say.
Lottie London has been exploring the Metaverse since 2022 when they hosted in the Decentraland the Lottie London x Chaun Legend Stay Press’d Press On Nails Collection launch followed by the first ever Metaverse Prom party.
Exclusive Wearables
I Am Proud will be hosting an interactive space across Spatial and Decentraland where visitors can collect exclusive wearables inspired by Skin Proud, Hair Proud and Body Proud’s best-selling products, Serious Shade Lightweight Hydrating SPF 50+ Skin Serum, Glass Hair Heat Activated Smoothing Shine Spray and Sleep Hero Overnight Recovery Body Mask.
Visitors will be greeted in the main plaza by the brands mascot, a rubber duck named Sami, who will lead the avatars out to the I Am Proud pool area. Attendees and potential customers can swim out to the larger- than-life floating Sami’s in the I Am Proud pool to amplify their avatars with exclusive wearables through a gamified experience.
Lottie London and I Am Proud know that the Metaverse plays a part for beauty activations, especially within the gaming space. Such experiences help brands tell their story and engage consumers in an immersive branded experience, transcending the limits of physical locations or time zones.
From previous digital developments and Metaverse activations, which the brands have found hugely successful, they expect to see the same success and engagement from consumers.
“We are excited to be taking part in the first Metaverse Beauty Week with Lottie London and I Am Proud, we have repeatedly been pioneers of digital developments within the beauty category for many years, notably in 2021 with a NFT collection celebrating Ciaté London’s collaboration with Christine Quinn and entering the metaverse Lottie London in 2022,” said Nora Zukauskaite, global marketing director at Lottie London and I Am Proud. “So, it’s only natural that we wanted to take part and we are excited to explore new avenues and platforms such as Spatial and Roblox where we do not yet have a presence”.
Lottie London, Skin Proud, Hair Proud and Body Proud are available instore and online at Walmart.