
Published 27 July 2023
Brynn Valentine
This month’s standout metaverse initiatives straddle sectors as diverse as beauty and fast food: McDonald’s offers restaurant work experiences in The Sandbox, Rihanna’s Fenty label turns Roblox players into cosmetic creators, and French brand L'Occitane takes curious customers on a bilingual ingredient journey.



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The Youth Marketing Strategy Festival 2026 (YMS, May 21, London) assembled agencies, strategists and brands including Adidas, KFC, Expedia, Oatly, Boots and Currys to discuss engaging Gen Zalpha. Vital topics included new spending personas, weird content and chaos marketing, the ‘laws of cultural relevancy’,...