Consumer Scenarios - Metaverse™

The actual consumption environment in homes is semi-chaotic. It presents inherent complexity, characterised by multiple variables, both objective (e.g., habits, materials, environments, visual scenarios) and subjective (e.g., sensitivities, experiences, interests, preferences, pressures), which are constantly changing. However, it is susceptible to experimentation and prediction.

In these complex scenarios, brands may or may not achieve mental availability (consistent and distinctive, easily perceived benefits by consumers), which directly influences brand purchase and repurchase. Designing and implementing strategies to evaluate brand performance in this intricate scenario is mandatory.

Low-cost, standardised test materials and fast old-conventional lab protocols are far from local market realities. Standardised methods only evaluate material properties. Technology vendors use them to showcase their key features. Formulations end with "great" costly new ingredients at high concentrations without assurance that they deliver consistent, robust, distinctive and easy-to-perceive benefits by consumers in variable scenarios. It can ultimately harm the brand's profit margins.

On the contrary, when the semi-chaotic real world is part of the innovation process, formulations end with consumer-centred balanced ingredients, removing those that lack reliable market benefits and improving those that promote sufficient-perceivable benefits. Ultimately, this approach can lead to more profitable, successful brands.

CONSUMERTEC's Consumer Scenarios - Metaverse™ is the modern, most advanced, scientifically grounded way to incorporate the semi-chaotic real world in brand innovation. It results from applying ultimate digital technologies, optical spectroscopy, photonics, advanced colorimetry, and computer vision to the realities of home consumption and visual perception. It starts with market-relevant lab experimentation to generate physically-based digital twins that offer a virtual reality almost indistinguishable from real consumption scenarios in which benefits are quantified.

Based on more than 30 years of lab and market experimentation and built in the last 8 years, it provides an unparalleled path in the industry to accelerate innovation in brand profitability and to support promises that contribute to the creation of mental availability of the brand.

Since its origins, it has been part of the Industrial Metaverse, the suit of modern digital technologies that revolutionise innovation in the industrial world (Brossard, M., and Erntell H., "Accelerating product development: The tools you need now", McKinsey Quarterly, June 2018. Checa, A., Weaver, K., Pacchia M., Hudson S., and Liu W,, "How beauty players can scale gen AI in 2025", McKinsey Quarterly, January 2025).

The main building blocks of Consumer Scenarios - Metaverse™ in laundry are lab results, digital twin and virtual realities, and results visualization. The lab results block comes from experimentation with consumer-relevant materials, equipment, and protocols that provide the physics aspect. The digital twin is the chief building block that defines the level of accuracy of digital representations of the real world. It is physic-based and generates immersive virtual realities with the highest practical fidelity where time flows differently (built-in minutes), i.e. virtual realities, which are almost impossible to distinguish from the laundry real world. Therefore, the real and virtual worlds are inseparable. This approach is more than just high-quality 3D rendering, like for computer games; the laundry digital twins we build have much more depth.

The results visualisation block is where teams make sound decisions about brand performance, claims and sustainability. New modern web capabilities support it, including modern interactive data visualisations and data analysis with no restrictions on the number of innovators working from any site.