L’Oréal Professionnel has launched five new virtual hairstyles using the metaverse platforms including, Roblox, Ready Player Me and Zepeto. This launch is part of the Gravitas campaign, that offers opportunities to metaverse gamers to express themselves better. Each of the new hairstyles defies the laws of physics, getting its name.
Earlier in 2022, L’Oréal Professionnel had filed for many virtual trademarks, including one that offers users to browse, buy, sell and trade virtual beauty products. But with the gravitas campaign, L’Oréal will become the first beauty brand to launch virtual products through different virtual platforms simultaneously. With this launch, the hairstyles will be available to about 234 million players and across over 40 million games.