The first Metaverse Beauty Week is raising questions amongst brands in the industry about where the tech will take them. 

The first Metaverse Beauty Week is raising questions amongst brands in the industry about where the tech will take them. Top beauty companies including Neutrogena, Lush, and Lottie London are hesitant about what their future holds with the rapid development of technologies like artificial intelligence, augmented reality, Web3, and metaverse experiences. As the different virtual engagements progress, brands are moving from simply using the tech for marketing tactics to now using it as a “sustained channel through which brands might engage consumers and encourage participation.” And brands are racing to keep up with these developments in order to stay relevant amongst their consumers, especially their younger ones; companies like Charlotte Tilbury are using AI shade matching and Elizabeth Arden is using generative AI to build a metaverse store experience. YPulse’s Where is the Metaverse? Trend report shows that 72% of Gen Z and Millennials say they like it when brands open virtual stores in their virtual worlds. (Vogue Business)