Still life becomes a tool for interaction in the third dimension, we at Studio Concept believe in the drive for innovation. Everything can change, not the quality.
Indice
What is the Metaverse and why is it of interest to the beauty sector?
Who knows if the creator of its name would have ever imagined that the metaverse would become topical, the 1992 of its “Snow crash” has never been so close to the reality of today. Meeting up for a chat as if live, working from the perfect workstation, watching a film as if at the cinema but also trying out the new cosmetics collection are all immersive reality experiences.
The beauty of physical cosmetics overlaps with virtual reality, thus the dual need to look your best in every dimension. The virtual pulls the brand into the real world, the complexion of the avatars helps in the choice and encourages experimentation. Web 4.0 raises the bar beyond the limits of the real, thus shifting the distinction between cosmetics you can touch and cosmetics you can feel. Beauty brands have grasped the opportunities, the results could exceed the imagination.
Immersive experiences: virtual trials, avatars and augmented reality
Technically referred to as Virtual Try-On, this is in fact one of the most direct implications of immersive reality in the field of beauty. The revolution is epochal as it definitively retires the classic product sample test. On the virtual mirror or directly from the brand app on the smartphone, the tests promise a degree of fidelity comparable to the real thing. Thus more conscious choice drives conversions.
Virtual beauty goes even deeper, brands in cosmetics now aim at avatar customisation. One wonders what the point of all this is: the dimension may well be virtual, but so the brand pushes on real branding. Then there is the link between virtual and physical, augmented reality introduces the concept of real time consulting. From the classic choice between proposals, one moves on to the most suitable beauty suggestion. Real and virtual merge.
Virtual cosmetics: new business models between NFT and digital products
Are they the real future or do they represent the last frontier of marketing in cosmetics? The current landscape is still a bit immature to metabolise this new direction, which is why the moment is ideal to consider the virtual as the market to target.
Technically the Non Fungible Token is an exclusive product by definition, just as unique is the opportunity this approach offers beauty brands. Inspired by the Advanced Night Repair serum, the example comes from Estée Lauder who offered a unique and certified product to enrich the avatar in virtual. The move has gained real resonance.
The approach in the third dimension winks at the online market, the focus seems to shift from the e-shop of tradition to product linking in virtual shops. Collections are enriched with digital items so as to drive online sales. The parallel universe thus influences the real market. Cosmetics go to the next level.
Contact us for more information about our services
Communicating in the Metaverse: branding, community and direct interaction
The virtual dimension breaks through the barrier of traditional advertising and interacts directly with the target audience. The glossy cosmetics app becomes a direct tool and, albeit virtually, overcomes the prerogative of perfection to open itself up to interaction with the target.
The brand app is transformed into a virtual place in which to interact, experiment and above all exchange impressions and preferences. The frontiers of marketing are pushing towards the immersive experience where avatar influencers organise dedicated tutorials and storytelling is enriched with immersive settings.
The quantity of interactions is not the real novelty. More than classic social, it is the two-way confrontation that drives. As in a cosmetics fair, each brand can focus on the virtual point of contact with the target audience. Quality communication is enriched by the aesthetic preferences of the public, interaction goes far beyond the classic social commentary.
From still life photos to 3D representation
Product photography passes through the sieve of rendering, the three-dimensional universe pushes the quality of the image towards comparison with reality. Virtual representation is an opportunity to revolutionise visual communication, the study of light goes beyond the frontal barrier to full representation.
Programming alone is not enough, cosmetics must pass through the magnifying glass of interaction. The customer tends to stress the image to assess the texture of the cosmetic but also to test its effects on the model of his own complexion. Quality is therefore a prerequisite, the rendering must be equal to the real thing.
The implications are important, photography is more directly linked to conversions and the degree of customer satisfaction depends on its rendering. The metaverse represents the most advanced frontier of cosmetics, its 3D representation, however, must remain anchored in the emotions of the past. That is why still life takes centre stage.
The metaverse is much more than a new digital space: it is an ecosystem in which brand identity evolves, amplifies and connects directly with an increasingly demanding and interactive audience. For the beauty sector, a dimension opens up where cosmetics meets technology, where product testing becomes an immersive experience and where the value of packaging extends to the digital version.
At Studio Concept we believe that innovation is the bridge between aesthetics and strategy, between emotion and technology. From traditional still life to 3D representation, every image is an opportunity to tell an identity, even in a virtual space. The future of cosmetics is being written today, in high definition and in three dimensions. And it always remains true to one principle: quality changes, it evolves.
