Metaverse: Now the perfume industry is getting in on the game

Armani Beauty has partnered with "Fortnite" to present its new men's fragrance "Code." — Photography Armani beauty/Instagram/AFP Relaxnews

Will we one day be able to wear perfume in the metaverse? It might seem impossible, but that's not stopping brands from presenting their new scents in these parallel worlds. In fact, Armani Beauty is doing just that by teaming up with "Fortnite" to promote its new fragrance.

A field of all possibilities, the metaverse now allows people to buy virtual fashion and accessories, to see exhibitions or to attend concerts. But these new worlds at the frontier of reality are above all favored by brands seeking to gain visibility among their prime target, Generation Z, which masters these worlds like no other – even if only a minority have actually set foot in them. As a result, some brands have decided to go big, pulling out all the stops to stage initiatives in places where consumers are actually present – i.e., in the world of gaming, a form of metaverse that is enjoyed by billions of people around the world.