"Experiential kind of experimentation": P&G steps into metaverse with BeautySPHERE platform

P&G launched new digital platform BeautySPHERE at the CES trade show in January. CosmeticsDesign spoke with Alexis Schrimpf, Vice President of Design, Global Skin and Personal Care at P&G about what the platform is and how the metaverse plays into the company's future.

Tell me about what BeautySPHERE is.​

BeautySPHERE is an experiential kind of experimentation, a digital world where people can engage with our brands, our products, our values, and they can learn about things like responsible beauty and what that means to us.

Our first iteration is about telling the story of responsible beauty. What's great about that is that we can show how our brands are really innovating in this space. You can go to the Royal Botanic Gardens, Kew, do an experiential learning experience around cue and how we authenticate our botanicals and play a little game. At the end, a tree is planted in Mexico, in an area where biodiverse planting is needed, so you can actually help out in the physical world as well as the digital world. It's kind of a fun byproduct of the experience.

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