Sephora, a French company specializing in personal care and beauty products, recently hosted its annual “Sephoria” event in the metaverse. The event took place on September 18the. Over a four-hour period, users were able to take masterclasses, relax in virtual lounges and watch videos from the company’s founders. Here are all the details.
- Sephoria featured seven virtual rooms, all modeled after areas in a house
- During the event, users could mint free giveaway tokens
- Singer Gwen Stefani appeared via video to promote her makeup brand
- The most popular metaverse feature was live streamed and pre-recorded videos
To accompany the live-streamed and pre-recorded videos, Sephora employees manned a live chat. They answered questions and interacted with users and added context to the content of the videos. In all, 16,000 people attended the event, compared to 5,000 the year before. Sephoria was a live event before the 2020 COVID-19 pandemic hit.
Sephora added NFTs to this year’s event, allowing attendees to hit an NFT on the Polygon blockchain. According to sources, users have created 8,000 digital wallets and received about 6,500 NFTs. The event also featured a digital POAP, which stands for Proof of Attendance Protocol. POAPs often resemble souvenirs or memorabilia that users can store in digital wallets to remember events.
Jess Stacy, Sephora’s VP of External Communications, said the 2023 event will likely be a mix of in-person and virtual shows. The brand wants to give customers the flexibility to decide which mode works best for them, and a hybrid event makes sense.
Beauty Companies Get Involved With Web3
While beauty products may seem like an odd match for Web3, a few companies have made strides in this new industry. Here are three stories about beauty companies or products and the next iteration from the internet.
First, there’s Fenty Beauty. Six months ago, Rihanna’s beauty company filed a Web3 trademark application with the USPTO. The trademarks surround “virtual downloadable goods” in the metaverse. Some examples that are listed are hair accessories, skin care applications, and perfumes.
Second, there’s Gucci. The fashion company recently made Miley Cyrus the first “Gucci Town” guest in the Roblox metaverse. It did this to promote a new fragrance called ‘Gucci Flora’, which inspired an immersive experience in Gucci Town during activation.
Third and finally, there is the collaboration between DS & Durga and FVCKRENDER. The two teamed up to launch an NFT collection that combined real-world perfume with utilities in the metaverse. By purchasing an NFT, users could claim a real bottle of perfume and receive other benefits.
Sephora’s hosting of “Sephoria” in the metaverse is big news as it shows more companies entering the metaverse. Here at Rarity Sniper, we’re keeping our ears to the ground for further developments in the story.