Following the example already given in fashion, especially by Nike and Adidas, it is time for the beauty sector to enter the metaverse. After all, this appears as a normal evolution of a trend that began during the last pandemic. When in fact, the beauty stores were closed, the brands, especially makeup, had to accelerate their transition into the virtual to keep their consumers as much as possible and at the same time to retain new ones.
As a result, during the lockdown, apps had begun to be designed that offer virtual makeup tests based on augmented reality and, for example, the opportunity to try different shades of foundation, lipsticks, and enamels before being able to proceed directly to the online purchase.
For example, NARS and Dior Beaute were among the first to sense the new possibilities offered by the network. Endless possibilities have opened up for emerging creatives. It has been possible to experiment with new types of makeup trends, ranging from a more “natural” look as happened during the lockdown to a more colorful and emphasized look once the restrictions have partially decreased.
Many beauty brands are already experimenting with it through virtual try-on services, born in lockdown, taking a step towards the new virtual world that is about to be configured as a powerful opportunity for the fashion and beauty industry. Not so long ago, Gucci made us try lipsticks on Snapchat. Chanel debuted with Lipscanner, the app that allows you to virtually wear the makeup of the Parisian fashion house starting from the detail of the face of someone seen on Instagram or a model on the page of a magazine, and then identify the shade of the Maison that comes closest to him.
And not negligible was in this regard the contribution given by TikTok to beauty, and it is no coincidence that today it is the social network for the election of beauty brands.