Today, P&G Beauty debuted their virtual storytelling world, BeautySPHERE, at the Consumer Electronics Show. A first step into the metaverse, BeautySPHERE allows visitors to virtually interact with P&G Beauty’s portfolio of brands through live and simulated content.
“BeautySPHERE was inspired by our ongoing commitment to find new and surprising ways for people to connect with our brands, products and values,” shares Alex Keith, CEO, P&G Beauty. “Our hope is that, through these fully immersive, digital experiences, visitors can interact with our brands in surprising, engaging new ways.”
BeautySPHERE, which can be accessed from any desktop, offers a journey of discovery through Responsible Beauty, P&G Beauty’s platform for being a positive force for beauty in the world. With engaging content, livestream panel discussions and a gamified challenge, visitors will learn about the interconnected Responsible Beauty principles of Sustainability, Safety, Transparency, Quality & Performance, and Equality, Inclusion & Wellbeing.
BeautySPHERE visitors will be guided through immersive video content sharing ways P&G Beauty has already brought the Responsible Beauty principles to life through its portfolio of brands. The content underscores Responsible Beauty’s commitment to help inspire others, advance progress, and speed positive change.
“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.”
During CES, BeautySPHERE will host six Responsible Beauty livestream panels (Wednesday, January 5 through Friday, January 7), featuring discussions with P&G researchers, brand experts and innovators as well as metaverse expert Cathy Hackl, who advised P&G on the strategy for BeautySPHERE, and Twitch streamer Kelsey Impicciche. Each panel will offer an insightful discussion on topics connected to product safety, equality and inclusion and more. Visit BeautySPHERE.com for the full schedule.
BeautySPHERE participants can also virtually visit the world’s leader in plant science, the Royal Botanic Gardens, Kew, to learn how P&G scientists partner with Kew’s experts to verify that the botanicals used in Herbal Essences bio:renew products are legitimate and of high quality. As part of the experience, visitors can authenticate their own botanical ingredients, guided by best-selling author, philanthropist, and Pantene ambassador Katie Piper, who will educate visitors about the plants they discover.
Schrimpf added, “In the spirit of Responsible Beauty, every BeautySPHERE participant who completes our virtual Herbal Essences journey will have the opportunity to make a positive impact in the real world by helping plant a real tree in Veracruz, Mexico a region that supports restoration of native forest ecosystems.”
The BeautySPHERE 3D interactive experience can be easily accessed from home or anywhere with a desktop computer at: BeautySPHERE.com. BeautySPHERE doesn’t end with CES but is the first step in offering education and engaging brand experiences. In the meantime, to learn more about P&G Responsible Beauty, please visit https://us.pg.com/responsible-beauty/.
I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.