Welcome to the BeautySphere

 
 

An immersive frontier beyond the world of traditional beauty.

 
 
 
 

INSIGHT

Next-gen beauty consumers demand brands they engage with to be both innovative and responsible.

In 2022, P&G Beauty, alongside their longstanding partner and world-renowned botanical institution Kew Gardens, sought to leverage the potential & excitement around immersive, digital world building to spark environmental action at the CES.

 
 
 
 

IDEA

Enable anyone to become an agent of change and a positive force for beauty in the world.

We created a 3D, digital version of Kew’s iconic gardens, where users could explore the grounds and discover the value of plants — from products they use every day to ones on the brink of extinction. For each completed BeautySPHERE experience, Herbal Essences will plant a real tree in Veracruz, Mexico, a region that supports restoration of native forest ecosystems. 

 
 
 
 

Exploring the BeautySphere presents the opportunity to become an agent of change, both in the virtual space and in the real world. By doing so, you’ll become better educated on the issues that Responsible Beauty advocates for: quality, safety, sustainability, transparency, equality, and inclusion.

 
 
 
 

Sparking environmental action at the world’s largest technology show.

57 percent of endangered species are plants but they receive just four percent of the funding that protects them. The Royal Botanic Gardens, Kew Experience lets visitors stroll through a 3D garden maze to discover the value of plants from products they use every day to ones on the brink of extinction.

Since 2018, Kew has worked with Herbal Essences to identify top-performing plant ingredients for its products. Now, every Beautysphere visitor will have access to the same insider information and every successful maze journey will lead to P&G Beauty providing funds for endangered trees to be planted in the real world.

 
 
 
 

IMPACT

Anyone. Anytime.
Every visit to BeautySphere can make a change.

Over the course of its launch during CES and the ensuing week, more than one thousand users completed the experience, a virtual action that will result in over one thousand trees being planted in the real world.

This is just the beginning of P&G’s presence into immersive digital experiences, with plans to launch new educational and brand-building initiatives over the course of 2022 that will grow the environment into a larger and more metaverse-like world of Responsible Beauty.

 
 
 

Process

The Writing

A step-by-step walkthrough of the main screens from the mini-metaverse experience.

 

As you come down from the clouds you see a loading sequence with an overarching description of the experience.

 

You’re flown in from the top of a modern eco-skyscraper and begin to swirl around it and its content.

As you land at the bottom of the building you arrive at the Royal Botanic Gardens, Kew where you must collect plant ingredients used in P&G products to reach the Glass House and make a real-world difference.

Throughout your journey you’re also told an emotive story, voiced over by British chemical burn survivor Katie Piper, to activate your emotions while showing the imminent need for and importance of preservation.