The Effectiveness of Meta-Universe on Beauty Brands
DOI:
https://doi.org/10.54097/k4a0ss48Keywords:
Marketing, Beauty, Meta-Universe, Branding, Consumption.Abstract
Famous worldwide corporations have used the meta-universe marketing technique in recent years: Givenchy built a virtual beauty salon, Givenchy Beauty House, and Mac linked virtual idols. AYAYI, Estee Lauder launched the world's most famous paintings of digital collections, L'Oreal created Reds of Worth Non-Fungible Token (NFT) art, and so on, leading to the research question: how does the meta-universe empower beauty businesses to achieve greater marketing and sales? The study concluded that: First, the quality of the consumer environment is strongly tied to sales via the employment of Virtual Reality (VR) and Augmented Reality (AR) technologies to enhance the realism of the consumer environment in the meta-universe scene. Second, as the meta-universe community is built to suit customers' social requirements, social demands are becoming increasingly prominent in consumer demand. Third, the added value of the brand is to increase market competitiveness through the integration of IP and NFT promotions to increase the added value of the brand. The main contribution of this article is to propose new ideas for beauty brands to boost brand creation and consumption using meta-universe marketing.
Downloads
References
Stephenson, N. Snow crash: A novel. Spectra. 2003.
Liu, Danling & Kuang, Betsy. Metacosmos: Conceptual Evolution, Technological Imagination, and Social Expectations. Journal of Zhaotong College, 2023, (01), 106-113.
Fang, Wei & Fu, Y. Xiang. Meta-universe: A Review of Concepts, Technologies and Applications. Journal of Nanjing University of Information Engineering (Natural Science Edition).
Sun Lin. Research on the enhancement path of digital collections of literature and blogs. Art Market, 2022, (12),71-73.
Wang, W. X., Zhou, F., Wan, M. Moon & Ning, H. S. An overview of meta-universe technology. Journal of Engineering Science, 2022, (04),744-756.
Hua, Zi-Xun & Huang, MuXiong. Teaching Field Architecture, Key Technology and Experimental Research on Educational Meta-Universe. Research on Modern Distance Education, 2021, (06), 23-31.
Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Marketing in the Metaverse: Conceptual Understanding, Framework, and Research Agenda - ScienceDirect. 2022
Kovacova, M., Horak, J., & Higgins, M. Behavioral analytics, immersive technologies, and machine vision algorithms in the Web3-powered Metaverse world. Linguistic and Philosophical Investigations, 2022, 21, 57-72.
Rao, Li & Zhou, Jin. Research on game consumption behavior and aesthetic experience. Cultural Industry Research, 2017, (02), 78-90.
McLeod, S. Maslow's hierarchy of needs. Simply psychology, 2007, 1(1-18).
Yurou Zhao & Xiaotong Jin. The mechanism of loneliness on experience consumption willingness. China Circulation Economy, 2021 (02), 100-109.
Qu Shining. NFT industry: theoretical deconstruction, market logic, and trend outlook. Reform, 2023, (04),70-80.
Chen, T. Y., Yeh, T. L., & Wang, Y. J. The drivers of desirability in scarcity marketing. Asia Pacific Journal of Marketing and Logistics, 2021, 33(4), 924-944.
Wright, M., Ekeus, H., Coyne, R., Stewart, J., Travlou, P., & Williams, R. Augmented duality: overlapping a metaverse with the real world. In Proceedings of the 2008 International Conference on Advances in Computer Entertainment Technology, 2008, pp. 263-266.
Zou, Qishou. The significance of brand subjective added value and its creation: A discussion on solving the dilemma of product homogenization. Mall Modernization, 2006, (7S), 224-225.
Chohan, R., & Paschen, J. NFT marketing: How marketers can use nonfungible tokens in their campaigns. Business Horizons, 2023, 66(1), 43-50.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
