Lush will reveal new experiences each day in a designated Decentraland Wellness zone.įor Lottie London, MBW will be the brand’s third foray into the metaverse. In addition, it will unveil the metaverse’s biggest bath bomb, which will melt in front of users. The brand will also incorporate aspects of synaesthesia from its Lush Spa. We’re going to lean into one of our best-selling products and include our own label’s music,” said Baker. “Our event for MBW is going to be more sensory, in terms of color. The brand saw 1,000 visitors to Lush House in Decentraland from March 11-30. That mirrored and coincided with an IRL Lush House, which popped up during SXSW in Austin. Lush launched its first metaverse space, Lush House, in Decentraland in March. The exact details of Lush’s planned rewards for MBW visitors are still under wraps. For engaging in the metaverse, to reward them with something special IRL that they can’t get in the shop,” said Annabelle Baker, global brand director at Lush. Lush executives are confident that the brand’s audience is keen to engage more with the brand via web3. It also has 81,000 fans on an existing community-led Lush subreddit that places it in the top 5% of Reddit communities. For others, like Lottie London and Lush, MBW presents an opportunity to test their web3 initiatives in a larger environment.Įthical cosmetics company Lush famously left Instagram and Facebook in November 2021, after deeming the spaces “not good places for the brand to be.” Along with launching a metaverse activation during MBW, its efforts to build out its community include managing a dedicated Discord. Neutrogena’s parent company, Johnson & Johnson, filed trademark applications for digital goods in March 2022. For some of the brands, like Neutrogena, this will be their first entry into a virtual world.
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