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Group745
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Group745
Group745
Group745
Group745

P&G: Beautyshere

25/02/2022
Advertising Agency
New York, USA
19
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Credits

Insight
Next-gen beauty consumers demand brands they engage with to be both innovative and responsible.

Although the beauty industry has demonstrated massive shifts towards more natural, organic, and environmentally friendly products and processes, consumers still question what actions large companies are taking to do good in the world today. As a consequence, it’s difficult to know how to bring Responsible Beauty practices into our daily routines.

Idea
Enable anyone to become an agent of change and a positive force for beauty in the world.

The tenets of Responsible Beauty have the potential to elicit interaction, start a conversation, and most importantly, spark action. Every time you enter P&G’s Beautysphere you’ll see first-hand what the latest innovation in Responsible Beauty looks like and how you can make an instant, tangible impact on our planet.

Exploring the Beautysphere presents the opportunity to become an agent of change, both in the virtual space and in the real world. By doing so, you’ll become better educated on the issues that Responsible Beauty advocates for: quality, safety, sustainability, transparency, and equality and inclusion.

Sparking environmental action at the world’s largest technology show.

57 percent of endangered species are plants but they receive just four percent of the funding that protects them. The Royal Botanic Gardens, Kew Experience lets visitors stroll through a 3D garden maze to discover the value of plants from products they use every day to ones on the brink of extinction.

Since 2018, Kew has worked with Herbal Essences to identify top-performing plant ingredients for its products. Now, every Beautysphere visitor will have access to the same insider information and every successful maze journey will lead to P&G Beauty providing funds for endangered trees to be planted in the real world.


Impact
Anyone. Anytime. Every visit to Beautysphere can make a change.

This immersive experience, launched during the week of CES 2022, is more than just a place to see or a place to be — it’s a place to become. It’s a place where anyone can help enact change so that P&G Beauty can better understand how customers want to interact, guiding how the company advances initiatives across its business.

About AKQA US

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.