Lottie London launches second foray into the metaverse

Beauty brand Lottie London, which sells cruelty-free make-up, has launched its second foray into the metaverse with a virtual prom party.

Lottie London said that it tapped into the Prom season as it signified a "key milestone in the high school career" and was an opportunity for the brand to engage with its Gen Z audience.

The virtual prom party launched on 25 May and was hosted in District X of virtual world builder Decentraland, near to Vegas City, the platform's largest district, and will be open for visitors for the next two weeks.

The first 2,000 visitors of the metaverse pop-up will receive a NFT certificate of attendance that links directly through to the Lottie London Walmart shopping page. Visitors who take a screenshot of themselves in the virtual world will also have the opportunity to "wear" limited edition virtual looks - a prom crown with complimentary corsage and a sparkly Lottie London make-up look.

Lottie commented on the launch: "The brand’s synergies with the Decentraland platform are clear and extension into the Metaverse was inevitable. The platform’s notions of collaboration and expression align perfectly with the Lottie London targeted tech savvy audience of Gen-Z, as well as the brand’s ethos of encouraging self-expression and exploration through cosmetics and interaction with others."

The brand first entered the immersive virtual world in March 2022 with the launch of its Chaun Legend campaign. The exploration into the metaverse has come following sister brand Ciaté London’s launch of NFTs in September 2021 for its Christine Quinn collaboration.