Personal care giant Procter & Gamble Co. is the latest major American brand to expand its presence in metaverso in an effort to attract new customers.

Detergent and diaper maker Pampers offered CES attendees examples of their strategy, including a digital platform called BeautySPHERE that featured a virtual tour of Kew Gardens in the UK.

P&G aims to educate consumers about the plants used in some Herbal Essences products. In the real world, the company committed to planting a tree in the Mexican state of Veracruz, which is rich in biodiversity but experiencing rapid deforestation, for every participant who completes the trip.

P&G has also reinvented a popular advertising campaign from the late 1970s and early 1980s into a video game called “Attack of the Cavity Creeps” that seeks to teach children better oral care habits. The initiative builds on the company’s previous metaverse efforts that included avatar designs for Gillette Venus in Nintendo’s Animal Crossing video game and LifeLab, a platform for discovering the company’s products.

The prize, according to brand director Marc Pritchard, is an opportunity to raise awareness of P&G’s offerings with a new generation of consumers using the platform.

“A large part of our job is having virtual experiences that allow consumers to interact with brands,” Pritchard said in an interview.

Virtual universes combine technologies such as video conferencing and live streaming, and they are changing the way people meet, socialize, and spend money. P&G’s efforts are part of a larger corporate migration into space.

Merging into the metaverse adds to traditional methods of attracting subscribers: advertising on television, the web, and streaming services. It also requires more engagement on the part of the participants, so P&G is working on how it can capture and retain consumer attention in the middle. Of course, P&G isn’t throwing away its regular publicity, but Pritchard says the company is intrigued by what he’s seen so far.

“It’s still too early, so we’ll know a lot more next year than we do today,” Pritchard said. “But what he’s found is that when consumers engage with these things, they’re really engaged for a very long time.”