Coty develops digitalisation strategy with new internal metaverse for employees

Coty has partnered with 3D social platform Spatial to develop an internal metaverse for its 11,000 global employees. Launching this autumn, the Coty Campus hopes to upskill the company's global workforce and "empower future innovation" for its broad portfolio of brands.

The platform will be the first metaverse to gamify global collaboration and engagement through a phygital reward system, based on item collection, location exploration, and quest fulfilment.

It will also integrate tools such as text and vocal chat discussions, screen-and-file sharing, and customisable avatars.

Jean-Denis Mariani, Chief Digital Officer at Coty, said: "We are committed to being a leader in digital and continue to push the boundaries of innovation.

"With Coty Campus, we are proud to leverage Spatial’s Web3 and gaming technology on a groundbreaking scale to create new immersive experiences that will provide the most interactive solutions for collaboration and co-creation. Coty is thrilled to be the first beauty company to embark on this kind of project."

The news follows a series of innovations by Coty, including the launch of the first globally distributed fragrance manufactured using alcohol from 100% recycled carbon emissions. The product uses CarbonSmart alcohol from Coty’s partner LanzaTech, who capture carbon from industrial emissions and transform it into alcohol for use in fine fragrances.