One of the largest beauty companies in the world, Coty, has announced a partnership with 3D social network Spatial to develop an internal metaverse called Coty Campus, designed specifically for its global workforce.

The American-French multinational company was founded in Paris in 1904 by François Coty and now consists of 11,000 employees worldwide, providing color cosmetics, skin and body care products, and fragrance. According to the press release, this is the first beauty company to be working on such an endeavor that aims to help upskill its employees through gamification. These gamified elements of this internally-focused metaverse will include a phygital (physical + digital) reward system that will include exploring various areas, completing quests and collecting items.

Jean-Denis Mariani, the Chief Digital Officer of Coty, said the following in the press release:

“Coty is committed to being a leader in digital and continues 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."

By using Spatial, the virtual campus will get to leverage Spatial’s PC and mobile technology and integrate various tools such as customizable avatars, text and voice chat, screen sharing and file sharing to provide a quality digital experience for its employees.

Spatial’s Global Director of Marketing & Partnerships, Gianna Valintina, added:

“Partnering with Coty to create and launch Coty Campus is a significant industry milestone, reinforcing Spatial's commitment to developing accessible virtual experiences that foster engaging and meaningful connections across web, mobile, and VR. Together, we take pride in pushing the boundaries of technology and crafting new models for scalable gamified experiences for Coty's 11,000 global associates."

The Coty Campus is scheduled to launch sometime in fall later this year.

Earlier this month, creative agency Cult LDN announced the Metaverse Beauty Week, heading to Spatial, Decentraland and Roblox in June this year. More recently, L'Oréal launched new virtual hair in the metaverse.