Beauty In The Metaverse: Top Companies Move To Fence Off IP With Eyes On Seminal Court Cases
The world’s biggest cosmetics companies are filing trademark applications to compete and protect their brands in the metaverse, an online mirror of the real world that is still largely imaginary but which Facebook, now Meta Platforms, is committed to building in its next chapter.
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Supreme Court finds presumption against extraterritorial reach of US laws, saying Congress never “affirmatively and unmistakably instructed” Lanham Act provisions apply to foreign conduct. Brands are known soon after launch in countries where they’re not marketed and some businesses likely see opportunities.
“The Clinique Lab is the next generation of digital innovation,” says The Estee Lauder Companies brand of its three-dimensional online dreamscape where users’ customized avatars can learn about the brand, its products and ingredients, unlock exclusive offers, and browse a virtual shop. Unilever’s Living Proof announced the launch of a similar concept this month as beauty’s presence in the metaverse grows.
The House of NYX Professional Makeup, opening on iHeartMedia’s music and entertainment corner of the Roblox gaming platform, gives gamers a place to sample digital beauty products. Meanwhile, Maybelline New York and L’Oréal Professionnel have created makeup looks and hair styles for use on avatars across more than 4,000 platforms and apps worldwide.