Beauty conglomerate Coty Inc. is creating an internal metaverse to upskill its employees as part of a partnership with tech innovator Spatial.
The company said in a statement it is using the 3D technology to build a virtual campus with integrated tools such as text and vocal chat discussions, screen-and-filesharing, and customisable avatars. It will be made available for its 11,000 employees globally and is reportedly the first metaverse to gamify global engagement through a phygital reward system, based on item collection, location exploration, and quest fulfillment.
Coty Chief Digital Officer Jean-Denis Mariani, said: “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 Coty Campus will launch this autumn as a key development in Coty’s digitalisation strategy. The move follows a PwC 2022 US Metaverse Survey which found that 51% of companies are either in the process of integrating VR into strategy, or have already built VR into at least one dedicated line of business. Thirty-four percent said developing and training employees was one of the biggest metaverse benefits they currently enjoy or expect to see in the future.
“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,” Spatial Global Director of Partnerships, Gianna Valintina, added.
Image from Coty
