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Lottie London and I am Proud partner with Metaverse Beauty Week

Cult, Gen Z brands Lottie London and I Am Proud are partnering with Metaverse Beauty Week for the first annual beauty festival in the Metaverse taking… View Article


Lottie London and I am Proud partner with Metaverse Beauty Week

Cult, Gen Z brands Lottie London and I Am Proud are partnering with Metaverse Beauty Week for the first annual beauty festival in the Metaverse taking place from the 12th-17th June across Decentraland, Roblox, and Spatial.

Lottie London will be hosting a game on Roblox that will focus on their TikTok viral products; Stamp Liner Wing Edition, Superfake Mascara, Freckle Tint, Diamond Bounce and Stay Press’d Press On Nails in Pastel Dreams.

Attendees can collect tokens and redeem them for real prizes, it’s like a treasure hunt, merging the digital world with the real world for a gamified experience.

Lottie London have been exploring the Metaverse since 2022 when they hosted in the Decentraland the Lottie London x Chaun Legend Stay Press’d Press On Nails Collection launch followed by the first ever Metaverse Prom party.

I Am Proud will be hosting an interactive space across Spatial and Decentraland where visitors can collect exclusive wearables inspired by Skin Proud, Hair Proud and Body Proud’s best selling products, Serious Shade Lightweight Hydrating SPF 50+ Skin Serum, Glass Hair Heat Activated Smoothing Shine Spray and Sleep Hero Overnight Recovery Body Mask.

Visitors will be greeted in the main plaza by the brands mascot, a rubber duck named Sami, who will lead the avatars out to the I Am Proud pool area. Attendees and potential customers can swim out to the largerthan-life floating Sami’s in the I Am Proud pool to amplify their avatars with exclusive wearables through a gamified experience, engaging with the brand in a fun and memorable way.

Lottie London and I Am Proud know that the Metaverse plays a part for beauty activations, especially within the gaming space. This audience is mainly Gen Z and Millennial consumers, so it’s only natural that they are aiming to engage with these customers. Such experiences help brands tell their story and engage consumers in an immersive branded experience, transcending the limits of physical locations or time zones.

From previous digital developments and Metaverse activations which the brands have found hugely successful, they expect to see the same success and engagement from consumers. With the goal to engage with consumers during Metaverse Beauty Week in an entertaining and reimagined way. With the addition of an element of gamification to do this and get customers excited about the brands and interact with their TikTok viral and cult bestselling products across all categories.

“We are excited to be taking part in the first Metaverse Beauty Week with Lottie London and I Am Proud, we have repeatedly been pioneers of digital developments within the beauty category for many years, notably in 2021 with a NFT collection celebrating Ciaté London’s collaboration with Christine Quinn and entering the metaverse Lottie London in 2022. So, it’s only natural that we wanted to take part and we are excited to explore new avenues and platforms such as Spatial and Roblox where we do not yet have a presence”. – Nora Zukauskaite, Global Marketing Director at Lottie London and I Am Proud

“Championing independent brands, alongside bigger players and digital creators was big goal for us with MBW, there we’ve been thrilled that both Lottie London and I Am Proud are partnering with us on the first Metaverse Beauty Week. Activating their gamified concepts across Roblox, Spatial and Decentraland to excite and engage consumers, complementing their existing high level of engagement across Web2. The Metaverse Beauty Week will be a space where the brands can engage consumers to explore and redefine the future of beauty in their digital lives and really immerse themselves in the space”. – Cat Turner, Co-Founder of Cult and Metaverse Beauty Week

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