Virtual Experiences, Real Impact: Rethinking Brand Engagement in the Metaverse

Philippe Jacquemin, Miriam Gräf, Patrick Hendriks and Phan Thao Tran Nguyen

Publications of Darmstadt Technical University, Institute for Business Studies (BWL) from Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL)

Abstract: The metaverse is reshaping digital marketing by enabling immersive and interactive brand-consumer engagements. As consumer habits shift towards digital and virtual consumption, this phenomenon is forcing organizations to reassess customer journeys to align with evolving interaction patterns. The hair care and beauty industry, relying on its highly visual and experiential nature, is well-positioned as an early adopter of metaverse innovations, creating new opportunities for customer engagement and brand loyalty. With a strong emphasis on self-expression, personalization, and community interaction, it bridges digital and physical experiences and serves as frontrunner in utilizing the metaverse for interactive, customized consumer experiences. Through 16 expert interviews with industry and metaverse professionals, we explore the impact across the marketing funnel—awareness, consideration, conversion, and loyalty. Our findings offer generalizable insights into opportunities, adoption barriers, and strategic implications across industries, demonstrating how the metaverse fosters engagement, differentiation, and sustained customer relationships in an evolving virtual landscape.

Date: 2025-07
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