L’Oréal is continuing its journey into the metaverse as its L’Oréal Professionnel arm becomes the first hairstylist brand to create hair looks for avatars across several virtual platforms.
Launching across Ready Player Me, Roblox and Zepeto, the Gravitas collection features five new branded styles from L’Oréal Professionnel, providing gamers with a greater variety of looks to express themselves.
The brand teamed up with 3D artist Evan Rochette to create the looks, while French hairstylist Charlie Le Mindu will also join the campaign to promote the virtual looks to a wider audience.
“We are very excited to drop these cutting edge hairstyles as this is another milestone in our journey to crack the new codes of hair beauty and provide limitless forms of virtual self-expression,” said Anne Machet, International General Manager at L’Oréal Professionnel.
“‘As the brand leader, we are in a unique position to elevate the professional industry, CGI artists and consumers to bring more value and augmented experiences.”
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The latest drop expands L’Oréal’s selection of branded hair and make-up looks for avatars on Ready Player Me, which it debuted last year.
The beauty giant has heavily invested in its metaverse and Web3 presence over the last few years.
It recently made its first venture capital investment into the space with a minority stake in metaverse and NFT marketplace Digital Village.
Prada Beauty, NYX and YSL are among the L’Oréal-owned brands that have launched campaigns around the metaverse, NFTs and AI-generated art as part of the push.
