The Olay parent’s immersive new BeautySphere environment puts digital storytelling for its brands front and center.
“It’s an experiential experimentation world where people can engage with our brands, while also learning more about ‘responsible beauty,’” she told WWD. P&G defines “responsible beauty” through a set of core principles: Sustainability, safety, transparency, quality and performance, and equality, inclusion and well-being.
On the ground floor, a virtual garden maze offered by Herbal Essences and created in conjunction with Royal Botanic Gardens, Kew invites guests to enter. The garden features a gamification element, as well, since finishing the maze in the virtual world can create a positive impact in the real one. It’s more than just a “tower of learning,” Schrimpf said. While it’s an opportunity to learn more about the innovation that goes into the products, it’s also a chance to actually practice responsible beauty.
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