P&G Beauty has taken its first step into the metaverse with a new virtual and immersive 3D experience.

The metaverse uses technology like virtual and augmented reality to create an online world.

The company’s new experience, which can be accessed from any desktop, will enable customers to virtually interact with its portfolio of brands through live and simulated content.

BeautySPHERE, which was launched this week at technology event CES 2022, combines livestream panel discussions, gamification to promote responsible beauty, and “immersive storytelling”.

“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, chief executive, P&G Beauty. “Our hope is that, through these fully immersive, digital experiences, visitors can interact with our brands in surprising, engaging new ways.”

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