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The Beauty Metaverse: Virtual Worlds Through Digital Innovation

By: David Frederick
Posted: July 6, 2009, from the July 2009 issue of GCI Magazine.

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As the new Beauty Metaverse evolves, I suspect many brands will evolve their experiences into a completely different kind of Beauty Metaverse created, branded, populated and marketed by consumers themselves, utilizing all the tools at their disposal to create their own version of beauty brands and worlds. After all, it’s really a consumers’ universe, and with all the new technologies and platforms they have at their fingertips, consumers have the controls to do with brands whatever they wish.

I, for one, would like to see the Beauty Metaverse become a place where beauty brands, manufacturers and consumers collaborate on the next big product, and provide consumers the opportunities to become part of the science, technology and new innovations behind the brand stories. All that’s needed is one smart beauty marketer to take the next quantum leap to help the Beauty Metaverse continue to evolve.

David Frederick is a pioneer of the digital age and a leader in leveraging technology to build world-class brands. For nine years, he directed Living Media at Coty, and has helped bring fragrance, skin care and cosmetic brands to life through digital innovation, integrated strategies and word-of-mouth. Today, Frederick runs ALIVE IDEA with his partner Alan Shapiro through every means possible and some yet to be imagined.