Recently, many beauty companies have entered the market frantically in the trademark registration of the Metaverse. Does this mean that there will be more possibilities for beauty + metaverse? What attempts and investments have beauty companies made in metaverse beauty? What is the consumer 'feedback' on this?
NFT+beauty makeup, the "involution of the metaverse" in the cosmetics market
The full name of NFT is "Non-Fungible Token", and the Chinese translation is generally non-fungible token. is the only cryptocurrency token used to represent digital assets, including in the form of jpgs and video clips, which can be bought and sold.
At the beginning of the year, Procter & Gamble launched the online virtual world "BeautySphere" at the Consumer Electronics Show in the United States. The theme is "Responsible Beauty". The botanical ingredients used in the Essences Philosophy. In addition, brands such as Nars and Clinique have also created their own NFT works through cooperation with NFT artists and other forms, which have attracted attention on social platforms.
In China, Nature Hall joined hands with Tmall to jointly launch the "Super Metaverse" gameplay on Double Eleven last year. Nature Hall Thangka Ice Muscle Water + NFT version of ice muscle water collection, took the lead in eating the first "crab" in the metaverse concept field .
In February, L'Oreal Group applied for 17 trademarks related to virtual goods in one go, and the applications belonged to the categories of "NFT" and "Metaverse". In this regard, L'Oréal said it will "provide people with a virtual world to browse, accumulate, buy, sell and trade virtual cosmetics."
"Metaverse + beauty makeup" set off a trend, and beauty brands have started fancy hype.
On August 12, 2021, the 100-year hair conditioner official of the national hair care brand announced that Ling LING, a cross-dimensional girl who loves national culture, became its brand virtual spokesperson. At that time, it caused a lot of heated discussions.
Before we want to understand Metaverse E-commerce——NFG, let’s take a look at what Metaverse and NFT are.
Metaverse is the use of technological means to connect and create, and it is a virtual world that maps and interacts with the real world.
NFT, the full name of Non-Fungible Token, refers to non-homogeneous tokens, and is the only encrypted currency token used to represent digital assets (including jpg and video clips).
Metaverse e-commerce——NFG: Based on the concept of "Metaverse", it uses Tencent Cloud's blockchain technology and combines social networking and e-commerce retail to realize the commercial application of Metaverse and help corporate brands create "non-homogeneous commodities." (Non-Fungible Token)" transaction, circulation and traceability.
To put it simply, it is to use technical means to solve the unique problem, transaction problem, circulation problem and traceability problem of digital artwork, so that digital artwork can be guaranteed, instead of being indistinguishable after copying and pasting.
There are currently four application scenarios for Metaverse e-commerce——NFG:
1. Commodity traceability: Through blockchain technology, the commodity is given a unique and non-tamperable identification, and the commodity can be confirmed during the transaction process.
2. Digital collections: The scarce resources of branded digital collections not only provide topics of discussion on social platforms and recognition of real identities in circles, but also bring the benefit of adding value to digital collections.
3. Antiques and artworks: Using the comprehensive technology and marketing capabilities of the digital collection service platform, the antiques and artworks will be digitalized and quickly promoted.
4. Cultural and creative copyright: Compliance management is controllable, in line with the cultural and creative IP policy, and has opened up a new type of cultural industry that can be confirmed and traced.
On October 31, 2021, Liu Yexi, a virtual beauty expert who claims to be able to catch monsters, released the first creative video with keywords such as "virtual idol, metaverse, beauty makeup" on the Internet. Instantly set off a wave of "metaverse + beauty makeup".
In nearly 4 months, the fans of his Douyin account have reached 866.9W. After seeing the popularity of the "Metaverse" brought by virtual beauty experts, many beauty brands who are optimistic about this concept have also made joint attempts of "Metaverse + Beauty".
For example, on December 30, 2021, Laneige announced its official entry into the metaverse, and specially invited Chuan CHUAN, a popular virtual idol with different pupils, to serve as Laneige's fashion experience officer across borders, claiming to break the barrier of beauty makeup.
At the same time, at the time when the beauty brand linked up with the virtual idol to explore the metaverse, many beauty bloggers also took advantage of the name of metaverse makeup imitation makeup to gain popularity, and this behavior also promoted their fans' interest in the metaverse. + Beauty attention.