P&G is putting a purpose-driven spin on the metaverse. The CPG giant is making its first moves in the metaverse with BeautySphere, a virtual world educating consumers about Responsible Beauty—a platform aimed at sustainability, safety, transparency, quality, performance, well-being, equality, and inclusion. Users can access BeautySphere via a desktop computer where they can interact with P&G’s brands through live and simulated content, livestream panel discussions, and a gamified challenge. Users can also virtually explore the Royal Botanic Gardens, Kew to learn about P&G’s Herbal Essences bio: renew effort with the scientific organization. People who complete the Herbal Essences program can help plant a real tree in Veracruz, Mexico, helping P&G bridge its real- and virtual-world social commitments. As metaverse-like worlds continue taking over marketing, using them for cause-driven purposes is one way to thoughtfully engage with Gen Z and Millennials. (Marketing Dive)
