Coty Embraces The Future Of Work With Innovative Coty Campus Metaverse

Leading global beauty company Coty has partnered with tech innovator Spatial to develop a metaverse for its 11,000 employees worldwide. Using cutting-edge 3D technology, this virtual campus provides training and upskilling opportunities to Coty’s workforce while promoting innovation for its diverse portfolio of brands. 

Coty sells fragrances, cosmetics, and skincare products under various brands, such as Calvin Klein, Gucci, Hugo Boss, Burberry, Chloé, Marc Jacobs, Wella, Kylie Cosmetics, Max Factor, and Rimmel. It was founded in Paris in 1904 and is now based in New York City.

The Coty Campus, which will launch in the fall, will serve as a gamified training ground and a unique platform for fostering collaboration and building relationships among Coty’s global staff members. The initiative makes Coty the first beauty company to create such an experience for its employees.

The metaverse campus will incorporate features that enable communication and collaboration among its users, such as text and voice chat discussions, screen and file sharing, and personalized avatars. The Campus will be the first metaverse to introduce a phygital reward system that gamifies global collaboration and engagement through the collection of virtual items, exploration of different locations, and quest fulfillment.

Coty Chief Digital Officer Jean-Denis Mariani told Glossy the Coty Campus represents a critical milestone in the company’s digitalization strategy, which was introduced in 2021. The campus also provides a platform for experimentation and learning, as the company aims to create innovative and captivating brand marketing activations. Coty has clarified that the Coty Campus will not replace existing internal channels and will be accessible via these channels.

One of the major believers in the metaverse, Meta, had been actively developing a metaverse to enhance its employees’ performance. However, the metaverse project didn’t yield the expected results, prompting Meta to shift its focus toward the gaming industry.

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