Soap Brand Dove Files Metaverse Patents

Credit: Dove

The famous soap manufacturer Dove appears to have metaverse ambitions. According to recent patent filings, Dove wants to protect its logo and dozens of personal care products in Web3.  

Newly released documents show Dove sent these metaverse trademark requests to the US Patent and Trademark Office on May 12th. In addition to protecting its golden dove logo, Dove wants a metaverse patent for its name. 

The Unilever-owned personal care brand also highlighted the following items it wants to protect as “downloadable virtual goods:”

  • Deodorant 
  • Perfume 
  • Shower preparations
  • Skincare lotions 
  • Haircare
  • Clothes
  • Art

Dove didn’t specifically mention “NFTs” in its patents, but these documents suggest Dove is working on “skins” for “avatars.” The company also wants to create “retail store services” and “entertainment services” in the metaverse.

There are still no specifics on what brands or events Dove is most interested in bringing to Web3.

Personal Care Brands See Potential in the Metaverse 

Interestingly, Dove’s patent requests come just a few months after another one of Unilever’s famous body wash brands filed metaverse trademark applications. In March, AXE sent the USPTO Web3 patent requests for its deodorants, conditioners, and shampoos. 

Unilever also experimented with organizing a Web3 event when it hosted the “Degree Metaverse Marathon” in Decentraland. Held on April 26th, metaverse gamers had the chance to create an in-game avatar and run in Decentraland’s Vegas City Sports Quarter.

Long-term crypto investors may also remember Unilever briefly allowed customers to buy select deodorants with crypto. In partnership with BitPay, Unilever’s Schmidt’s Naturals accepted Bitcoin for personal care products back in 2018. 

While Unilever shows the most enthusiasm for Web3 applications, it’s not the only personal care company jumping into the metaverse. As Rarity Sniper recently reported, Johnson & Johnson has multiple outstanding metaverse-related patents.

For instance, J&J now wants to protect first-aid products like antiseptics and Band-Aids on Web3 platforms. The New Jersey-based conglomerate also sent metaverse trademark requests for its Neutrogena and Aveeno lotions.    

L’Oréal is yet another personal care company that wants to protect its identity across metaverse platforms. Earlier this year, the France-based business sent NFT patent applications for multiple brands, including Maybelline, Redken, and Urban Decay.  

It’s worth mentioning that not all of these companies are solely interested in selling virtual collectibles to in-game avatars. In some cases, these patents suggest brands want to use metaverse and NFT technology to enhance the IRL shopping experience.

For instance, many make-up industry experts suggest L’Oréal may want to use augmented reality to help customers try on products without using literal samples. Some brands have also hinted they will use virtual collectibles as a part of upcoming promotions or rewards programs. 

There’s no telling what Dove will do with its metaverse trademarks, but it’s clear that personal care will become increasingly prominent in Web3.