Dior goes after Gen Z with virtual beauty link-up

Luxury beauty group has collaborated with Asia’s metaverse platform Zepeto to introduce nine new looks

Dior’s beauty arm is attracting a younger generation of shoppers with the launch of a digital collection via a virtual metaverse.

In a first for the brand, Dior has collaborated with social media app Zepeto, in which users can create 3D avatars of themselves, to make its first foray in the virtual beauty space.

The partnership is Zepeto’s first beauty collaboration, having already teamed up with a host of fashion labels, including Christian Louboutin.

Dior’s nine looks have been created by Peter Philips, Dior’s Creative & Image Director.

Since the beginning of the pandemic, virtual launches and digital metaverses have become mainstream as beauty brands find innovative ways to meet the demands of shoppers – and they seem set to stay.

After launching its virtual online shop, beauty brand NARS said that it would make digital launches a permanent fixture of its retail strategy.

Meanwhile, Jo Malone London launched its virtual Townhouse, for customers to immerse themselves in a multi-sensory shopping experience, from the comfort of their own home.

Speaking to Cosmetics Business, Wizz Selvey, a brand and retail strategist, said the rise of digital metaverses are an exciting digital opportunity for brands, but is not convinced they will become the ordinary in beauty.

“These metaverses are an exciting digital experience. But actually, people still want to try things, particularly in colour, I think people still like to try things actually on their skin and see what it looks like.

“I don't think they're going to take over, but I think they're going to be hugely important, particularly for a younger demographic.”

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