How do you translate makeup, something so personal and tactical, to the digital world? By creating your own avatars, it seems. Nars has debuted three “meta-humans,” all inspired the best-selling shades of Nars’s Powermatte Lipstick: Dragon Lady, Too Hot To Handle, and American Woman. These avatars, the Power Players, each have blossoming careers and serious fashion sense.
In choosing to create these digital personas, Nars chose to forego using the existing meta talent, such as Miquela, the virtual influencer. This move allowed company greater control over the personas, imbuing them with careers in up and coming fields and serious fashion sense. Taking on the creation of their own avatars also allows Nars creative control to continue to evolve them as needed and further integrate into the metaverse.
Personally, I’m out of touch with the metaverse. This is still an area that I have not explored, but it is clear that brands are making it their business to get involved now. I would be interested in learning more about how people take to it and whether this translates into interactions with brands in the real world.
Source used:
Schulz, M. (December 7, 2022). Why Nars’s new brand ambassadors are all virtual. Vogue Business. https://www.voguebusiness.com/technology/why-narss-new-brand-ambassadors-are-all-virtual
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