The transition of the metaverse into physical retail

Valentino Beauty recently launched its new lipstick, Spike Valentino, featuring a buttery matte formula. To promote this new product, a pop-up event was held at New York’s Flatiron Plaza in October. Similar to past branded experiences, the event offered delectable treats like donuts and product samples, with the aim of encouraging attendees to make purchases at the nearby Sephora store. Additionally, the event integrated the metaverse into reality by allowing visitors to digitally try on the lipstick in front of a mirror and take home a printed image of their look.

According to Dmytro Kornilov, co-founder and CEO of Ffface.me, the smart mirror technology provider for the event, approximately 1,500 individuals attended over a two-day period. He noted a rise in Spike Valentino lipstick sales following the event, although Valentino Beauty chose not to disclose specific sales figures.