Amorepacific Corp. set up its virtual space on the Decentraland metaverse platform. The South Korean cosmetic firm named its metaverse the “New Beauty Land.”

According to The Korea Economic Daily, Amorepacific is joining the other cosmetic and beauty companies in jumping into the metaverse bandwagon as this can help them get new business opportunities. This is also the main reason why many companies in this field are speeding up their entry into the digital world.

The leading cosmetic firm in South Korea said it would officially unveil its New Beauty Land metaverse platform on Tuesday, March 28. The virtual space was said to have been created based on its headquarters in Yongsan, Seoul. Shoppers can find this on the web 3.0-based metaverse platform, "Decentraland."

Moreover, Amorepacific is one of the official partners of the 2023 Metaverse Fashion Week (MVFW), and as part of this event, it will introduce a new virtual world along with other global fashion and beauty companies. It was noted that last year, the MVFW was participated in by more than 60 well-known global brands, such as Estée Lauder and attracted about 100,000 visitors.

The company said that on the New Beauty Land metaverse, customers would get to directly communicate with Amorepacific and enjoy an opportunity for a unique virtual experience. The first floor of the metaverse space has a photo zone, and customers can look at the products from the company’s major brands, including Laeniege, Innisfree, and Sulwhasoo, on the second floor of the virtual building.

“Decentraland’s New Beauty Land is an opportunity to introduce Amorepacific’s vision and our brands to global consumers,” Korea Joongang Daily quoted Amorepacific’s executive director of Digital Strategy Division, Ju Hyo Jung, as saying in a statement. “We plan to showcase a variety of projects based on web 3.0 after New Beauty Land.”