- The game-inspired hair and makeup looks were created in collaboration with CGI artist Yvan Rochette.
- L’Oreal is testing entry into the metaverse with its subsidiaries L’Oreal Professional and Maybelline.
- Ready Player Me has partnered with several fashion brands including New Balance and Pull & Bear.
L’Oreal is expanding its reach metaverse Efforts as it teams up with cross-game avatar platform Ready Player Me to bring a total of 10 game-inspired hair and makeup looks to the platform.
Developed in collaboration with CGI artist Yvan Rochette, L’Oreal Professionnel has released five trendy hair looks, while Maybelline New York has released five colorful makeup looks on the platform. Users can customize their 3D animated avatars with these beauty looks and use them on 3,000+ Metaverse platforms.
“Our approach wasn’t to duplicate realistic looks – we wanted to push the boundaries of creativity and give people looks they couldn’t have in real life,” said Camille Kroely, Chief Metaverse and Web3 Officer at L’Oréal.
This initiative comes shortly after L’Oreal teamed up with Meta and French business school HEC Paris to launch a Metaverse startup accelerator. The 6-month program will support at least five startups specializing in the development of Metaverse-related products, including 3D production, augmented reality (AR), virtual reality (VR), mixed reality, avatar creation, Portability in user experience, token economy and other related topics.
L’Oreal previously introduced immersive experiences, including Maybelline’s recent Virtual Loft, which allowed consumers to view makeup tutorials and try on makeup virtually. In February, L’Oreal USA filed trademarks on behalf of its subsidiaries, including makeup and hair care brands such as Kiehl’s, Urban Decay, Maybelline, NYX and Redken, among others.
“We want to crack the inner beauty codes [the metaverse], and to achieve that we are working with key players who are knowledgeable in the field,” said Kroely. “When it comes to avatar customization, people are very focused on fashion today – there’s a huge untapped opportunity in hair and makeup.”
Kroely told WWD that L’Oreal is taking a “test and learn” approach into the Metaverse, starting with L’Oreal Professional and Maybelline. As the company tests the waters with Ready Player Me, it plans to bring other brands from its portfolio to the virtual world.
“We’ll see what looks resonate with people and develop more from there. We want to explore a multi-brand approach that brings more creativity, expertise, diversity and technology to hair and makeup,” said Kroely.
Ready player i recently raised $56 million in a Series B round led by a16z. It has partnered with several fashion brands including New Balance and Pull&Bear, offering beauty brands the opportunity to jump on the customizable avatar bandwagon.
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