The French beauty brand owner is allowing users to customise avatars with branded looks
Maybelline New York make-up looks will be available on Ready Player Me
L’Oréal has ramped up its metaverse marketing efforts by creating branded looks for the digital space.
The beauty conglomerate has developed digital Maybelline New York and L’Oréal Professionnel make-up and hairstyles which can be used on avatar platform Ready Player One.
Users of Ready Player One can create a customisable 3D avatar with a selfie and used across more than 3,000 apps and games.
There are five Maybelline New York-branded make-up looks to choose from and five from the L’Oréal Professionnel hair team.
"We believe that the future of beauty will be physical, digital and virtual,” said Asmita Dubey, Chief Digital & Marketing Officer of the L’Oréal Group.
“Our brands are creating new, immersive, and virtual experiences using virtual spaces, in- game customised experiences, in-virtual world advertising and virtual ambassadors and influencers."
L’Oréal has accelerated investment into the metaverse and Web3 in the past year.
The French beauty giant teamed up with Meta and French business school HEC Paris to launch a start-up accelerator focused on the metaverse in October.
This September, Camille Kroely was promoted to the newly developed role of Chief Metaverse and Web3 Officer.
Commenting on the partnership with Ready Player Me, Kroely said: “This partnership allows us to better understand the appetite for virtual beauty amongst consumers and elevate beauty experiences.
"With more than three billion global gamers, our approach is to explore new beauty codes, while making the experience more accessible and inclusive.
"Through creativity, technology and L’Oréal’s beauty expertise, we aim to offer a space for self-expression that reflects the diversity of our world beyond 'physical'.”