THE WHAT? Virtual attendees of CES 2021 and members of the public alike are invited to tour the latest Procter & Gamble innovations via the US FMCG firm’s LifeLab Everyday virtual experience. The immersive platform blends digital exploration with virtual reality to showcase how innovations and technologies inspired by deep consumer understanding can impact on our daily lives.

THE DETAILS Visitors can create an avatar and explore and interact with a range of technologies and innovations for the home and planet, including Oral-C iO, a toothbrush said to have reimagined brushing; EC30, a sustainable, plastic-free, waterless cleaning range; Microban 24 sanitizer and The 50-liter Home Coalition, among others.

The platform will live beyond CES, remaining open via a dedicated website to enable P&G to continue to engage with consumers, partners, media and others around the world.  

THE WHY? “In an era of mass disruption, consumers are increasingly relying on trusted, superior performing products to support their everyday lives,” said Marc Pritchard, P&G Chief Brand Officer. “Our virtual P&G LifeLab Everyday demonstrates how technology fuels innovative products and how we are keeping ahead of this transformation, creating brands that make life a little bit easier, and the future a little bit brighter, each and every day.”