Customers can shop the Unilever-owned hair care company’s products and undergo a personalised hair consultation through a series of four “immersive” rooms.
The space, created in partnership with ecommerce platform ByondXR, is “the perfect vehicle to further immerse Living Proof's community in our brand,” said CEO Zach Reiken.
The Shopping Shortcut room delivers a personalised hair consultation using artificial intelligence (AI) and augmented reality (AR) technology.
Customers submit a selfie via the AI Hair Quiz, which is analysed via mobile diagnostics to determine hair type, volume, curl shape and colour.
A personalised list of products is then prescribed, turning the “real world experience of an in-salon stylist consultation [into] a metaverse experience,” said the brand.
The Living Proof salon spotlights the brand’s latest repair treatment Triple Bond Complex, while Dry Shampoo Center showcases its cult favourites.
Sustainability Corner, meanwhile, explains how to recycle empty products via Living Proof’s Terracycle partnership.
There are also chances for shoppers to win discounts and free samples if they find the ‘easter eggs’ hidden within the space.
Living Proof is not the only beauty brand ramping up its virtual presence in a bid to reach consumers in new ways.
Maybelline New York has created digital ambassador May to promote its new Falsies Surreal Extensions Mascara.
NARS has launched three avatars inspired by best-selling shades in its popular Powermatte Lipstick range.
Skin care brand Tatcha unveiled a virtual store inspired by Japanese forest bathing.
It was launched in conjunction with the brand’s Forest Awakening skin care collection entering into retailer Sephora.
L’Oréal’s corporate venture capital fund BOLD, meanwhile, has made a minority investment in Digital Village – a metaverse-as-a-service platform and NFT marketplace.