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Contrary to popular belief, the metaverse is not dead… Not for the luxury, fashion and beauty giants anyway. The proof with L’Oréal which launches its very first virtual looks, in partnership with Ready Player Me, for avatars pimped like never before.
With their numerous tools and services intended to improve the beauty routine of consumers, the brands of the L’Oréal group have long since taken the digital turn. But today is about continuing their breakthrough into the metaverse, not with new NFTs, but with first virtual looks. The result of a partnership with Ready Player Me, an interoperable avatar design studio, these make-up and hairstyle looks are entirely dedicated to the creation of avatars… to be used on no less than 4,000 platforms and applications around the world.
“We believe the future of beauty will be physical, digital and virtual. Our brands create new immersive experiences using virtual spaces, personalized in-game experiences, virtual world advertising, and virtual ambassadors and influencers. We are very excited to lay the foundation for the beauty of the future in the Web3 and metaverse ecosystem.“, underlines Asmita Dubey, digital and marketing general manager of the L’Oréal Group.
More precisely, these are two brands of the cosmetics giant, Maybelline New York and L’Oréal Professionnel, which now each offer five makeup and hair looks, respectively, composed by makeup artists, hairstylists and 3D artists, including Evan Rochette. , expert in 3D design and development. The opportunity to push the experience a little further in the metaverse, and to understand consumer behavior in terms of virtual beauty.
“With over three billion gamers worldwide, our approach is to explore new codes of beauty, while making the experience more accessible and inclusive. Thanks to the creativity, technology and beauty expertise of L’Oréal, we aim to offer a space for personal expression that reflects the diversity of our world, beyond the ‘physical’.“, explains Camille Kroely, metaverse3 general manager of the L’Oréal Group.