15 Apr 2024

With the digital space overtaking the beauty industry, it is no surprise that consumerism will soon be through virtual products. Now metaverse is becoming a space for mass audiences and brands see a huge opportunity within this space. Aligning with this trend, L’Oréal Professionnel has joined hands with Wunderman Thompson to become the first brand to introduce direct-to-avatar products on different digital marketplaces.

L’Oreal Professionnel was the first hairstylist brand in November 2022, to venture into metaverse with five hair looks on  Ready Player Me. It created myriad virtual hair looks for cross-gaming avatars. After the success of this launch, it is all set for its second launch where its virtual products will be available across many virtual marketplaces.

This latest venture with Wunderman Thompson has created ‘Gravitas, five larger-than-life hair looks that gives metaverse gamers to express themselves creatively. It is partnering with 3D artist Evan Rochette and French hair artist, Charlie Le Mindu for this campaign. The Gravitas was launched at  Ready Player Me, the leader in  avatars for multi-app use and will also be available on Robox and Zepeto, helping it reach out to  234 million people and over 40 million games combined.

In addition, L’Oréal Professionnel will continue to have new hair looks throughout 2024 to explore the creative and technological boundaries of the metaverse world. It will also have an iconic contest,  the Style and Colour trophy where meta-hair and real-life hair will join hands. Artists design meta-hair looks in this contest. The competition will have a new category exclusively for CGI artists where they will display hair creativity inspired by the metaverse.