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June 8, 2022

Communicating The Metaverse

Collaborations and Glitches

Another day and another brand dives into the metaverse. It’s rapidly becoming the new normal, and – according to the Business of Fashion – those who aren’t at least dipping their toe in risk missing out.

“You’ve got this 360, immersive communication tool that you didn’t have before,” make-up artist and ‘beauty futurist’ Alex Box tells the publication. While some aren’t looking to engage and others need coaxing, many consumers are already there – ready and waiting.

Currently, in the beauty world at least, mainstream media are mostly reporting on the evolving concept in general terms or are reviewing the various metaverse platforms and sharing news of exciting virtual experiences.

To help us communicate the latter, it helps if, ahead of a launch, we can perhaps check out your client’s avatar or tour their virtual store.

Besides article types such as explainers and trend pieces, there are also conversations to be had examining the many aspects intertwined with the metaverse: mindset, community, collaboration, creativity, identity, self-esteem and self-expression. In your shoes I’d be considering how your client can speak to these topics.

It may enthral and unnerve in equal measure, but ultimately, it’s a wave many of us will be riding from here on in. And clearly, it’s swimming with opportunities.

What Bridget Thinks…

“Speaking of the metaverse, team Charlotte Tilbury has done an excellent job of explaining its involvement here. The press release goes into detail while managing to remain lively and ignite excitement. The email also shares a test link for press to “have a play around with” the CT avatar before it went live to customers. Top marks.”

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Post Author

Bridget March is Harper’s Bazaar's Digital Beauty Director, overseeing all digital beauty content including video for the luxury women’s title. Formerly Digital Beauty Editor at Cosmopolitan, Bridget is a digital beauty native, having written for the likes of Elle, Red, Esquire and Good Housekeeping online, plus for various industry websites and newsletters.

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Communicating The Metaverse

Collaborations and Glitches

We're more than just a database

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Bridget March

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