In March, LVMH-owned perfume designer Guerlain released 1,828 “Cryptobee” NFTs as part of a biodiversity initiative, which aimed to support a rewilding project in the Vallée de la Millière nature reserve in France. In fact, the metaverse has attracted a flurry of activity from the cosmetics industry over the past year. In 2020, Givenchy Parfums developed and released its own line of virtual makeup in the video game Animal Crossing, where players could explore and use some of the brand’s most popular products through their avatars. While the Givenchy Beauty House will be the first immersive beauty experience to be featured within Roblox, this isn’t the first time the french house has been titled as a luxury cosmetic pioneer in the metaverse.
Visitors can virtually try on Givenchy’s beauty products in Roblox.
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