
Published 29 June 2023
Brynn Valentine
Leveraging interoperable platforms and enhanced audio-visuals, the very first Metaverse Beauty Week (MBW, June 12-17) delivered a 150% increase in dwell time compared with beauty e-commerce sites (MBW, 2023) despite current lack of full shoppability. Organised by British creative agency Cult, and featuring international brands, it ran across three virtual worlds: Decentraland, Spatial and Roblox.



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Halloween’s rising status as a pop-cultural festival and the associated spending increase (see below) are raising the brand imperative to get involved. Key engagement strategies across alcohol, apparel, beauty, cannabis, fast food, FMCG and tech include macabre microdrama marketing, provocative comms embracing brand...