L’Oréal Professionnel drops new virtual hair looks on online marketplaces

L’Oréal Professionnel has partnered with Wunderman Thompson to drop a series of new hair looks across online marketplaces including Ready Player Me, Robox and Zepet. 

The partnership comes following the first launch of virtual hair looks in November last year. L’Oréal collaborated with CGI artist Evan Rochette to create diverse virtual hair looks for cross-gaming avatars on Ready Player Me. The hairstyles ranked in the top five of the most downloaded looks on the platform. Therefore, the second launch will go one step further to launch virtual products across multiple virtual marketplaces at the same time.

In partnership with Wunderman Thompson, L’Oréal expands the limits of creativity with their latest drop, "Gravitas" - five new hair looks that offer more opportunities for metaverse gamers to fully express themselves. L’Oréal will partner with Rochette again and will also join forces with French hair artist Charlie Le Mindu to drive real-world interest in the campaign.  Gravitas will be available on Ready Player Me, Robox and Zepet, giving the campaign a projected reach of 234m and over 40m games combined.

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To bring the virtual and real-worlds closer together, meta-hair and real-life hair will join forces in L’Oréal’s global competition, the Style and Colour trophy. The contest will run with the theme "Meta-morphosis" in 2023, calling for transformation and self-expression while inviting hairstylists to design meta-hair looks for the first time. A new category exclusively for CGI artists will also be unveiled to showcase the possibilities for hair creativity inspired by the metaverse.

Anne Machet, international general manager for L’Oréal Professionnel, said, “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. 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."  

Justin Peyton, global head of emerging channels at Wunderman Thompson, said, “In our daily lives, we all aim to express our individuality through appearance and style, and this will be no different in the virtual and gaming worlds where a generation of people are spending more and more of their time. It’s a privilege to work with pioneers like L’Oreal and to help them define beauty and style through hair, making self-expression across worlds accessible, and gravity defying.”

MARKETING-INTERACTIVE has reached out to L’Oréal for more information.

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