Beauty In The Metaverse: Top Companies Move To Fence Off IP With Eyes On Seminal Court Cases
Executive Summary
The world’s biggest cosmetics companies are filing trademark applications to compete and protect their brands in the metaverse, an online mirror of the real world that is still largely imaginary but which Facebook, now Meta Platforms, is committed to building in its next chapter.
You may also be interested in...
Clinique, Living Proof Expand Beautyverse With New Virtual Reality E-Commerce Experiences
“The Clinique Lab is the next generation of digital innovation,” says The Estee Lauder Companies brand of its three-dimensional online dreamscape where users’ customized avatars can learn about the brand, its products and ingredients, unlock exclusive offers, and browse a virtual shop. Unilever’s Living Proof announced the launch of a similar concept this month as beauty’s presence in the metaverse grows.
L’Oréal Exploring New Ways To Put Virtual Makeup On Consumer Avatars In Digital Worlds
The House of NYX Professional Makeup, opening on iHeartMedia’s music and entertainment corner of the Roblox gaming platform, gives gamers a place to sample digital beauty products. Meanwhile, Maybelline New York and L’Oréal Professionnel have created makeup looks and hair styles for use on avatars across more than 4,000 platforms and apps worldwide.
Metaverse May Be ‘Blurry,’ But Expectations For Advertising To Children Are Not – CARU
The Children’s Advertising Review Unit of the BBB National Programs Inc. tells marketers its guidelines apply to ads in the metaverse, and the watchdog will ‘strictly enforce’ in the space.