Asmita Dubey, L’Oreal’s chief digital and marketing officer, has concentrated primarily on how its brands may capitalise on the potential that the metaverse and web3 now provide, while also developing a long-term strategy for these nascent platforms. She has taken action in the last 12 months to deliver stand-out innovation and creativity, such as launching GORJS, the world’s first beauty DAO (decentralised autonomous organisation), establishing a multi-brand avatar partnership on Ready Player Me, and supporting creativity in web3 with StationF as the first Metaverse Startup Accelerator. She has also made efforts to bolster the collaboration of her partners, particularly her agencies. The brand is also attempting to instill sustainable customer behaviour by showcasing responsible messages in advertising and providing behavioural nudges to assist people in living greener lives. They are also collaborating with AdGreen on eco-production and the establishment of an ocean-bound plastic collecting facility on India’s southeast coast.

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