The metaverse is quickly transforming from theoretical to (virtual) reality. P&G joins the leagues of Nike and Coca-Cola by unveiling a new experience at CES this year, dubbed BeautySPHERE. The activation allows consumers to interact with P&G’s portfolio of brands through content and will continue after CES is done.
“BeautySPHERE was inspired by our ongoing commitment to find new and surprising ways for people to connect with our brands, products and values,” said P&G Beauty CEO Alex Keith in a press release. “Our hope is that, through these fully immersive, digital experiences, visitors can interact with our brands in surprising, engaging new ways.”
The goal is to engage users of BeautySphere around P&G’s purpose-driven initiatives around sustainability and Responsible Beauty. Experiences vary from virtual visits to brand partner organizations like the Royal Botanic Gardens, Kew as well as a program to plant a tree for reforestation efforts in real life, both of which promote the Herbal Essences brand.
“Outside of BeautySPHERE, these principles drive real-world impact and serve as our blueprint of innovation and product development for generations to come,” said Alexis Schrimpf, Vice President of Design, Global Skin and Personal Care. “We’re excited to share this approach with more people around the world through BeautySPHERE.”
The experience can be accessed via desktop computer at BeautySPHERE.com.