Virtual Reality

Beauty brand e.l.f. is bringing a limited-edition, physical product to the virtual world for purchase.

The effort is being led by Sophie Kelly, global category director of Tequila for Diageo, and the company’s new Global Breakthrough Innovation Team, a subsidiary within its current Innovation function that launched early this year, with the goal to shape innovation “beyond the development of new products.”

Launching one of the first beauty shopping apps for the Apple Vision Pro serves as a logical next step for e.l.f. Beauty, which has found success as a first mover in consumer engagement techniques.

Heineken is taking learnings from its work in digital twins and further investing in its energy-reduction efforts across production sites around the world.

With an assortment of tech-powered offerings now available to enterprises willing to step outside the box, CG companies are learning to prevent loyalty burnout with efforts that immerse consumers into the world of the brand, tapping into technologies like augmented reality, virtual reality, and artificial intelligence.

As part of its experimentation with metaverse-esque stores, the footwear company is launching a new online experience based on its Jibbitz charm categories.

Beauty company Coty has stepped into the metaverse, launching a virtual campus designed to upskill its global workforce.

Nike is marrying its consumer feedback loop with its virtual ambitions through the launch of its first member-inspired virtual products.