L’Oréal is partnering with metaverse avatar platform Ready Player Me to premier exclusive makeup and hair styles by Maybelline New York and L’Oréal Professionnel for avatar creation that can be used on more than 4,000 platforms and apps worldwide.
Both brands bring curated looks co-designed by the 3D designer and developer, Evan Rochette.
Maybelline New York offers five makeup looks in the metaverse to give everyone the opportunity to express their looks creatively in a virtual context.
L’Oréal Professionnel also offers five inspiring and trend-led hairstyle looks that push the boundaries of creativity for a limitless hair expression in the virtual world.
Asmita Dubey, chief digital and marketing officer of the L’Oréal Group, said, "We believe that the future of beauty will be physical, digital and virtual. Our brands are creating new, immersive, and virtual experiences using virtual spaces, in-game customized experiences, in-virtual world advertising and virtual ambassadors and influencers. We are very excited to lay the foundations for the future of beauty on Web3 and the metaverse.”
Timmu Tõke, CEO and co-founder of Ready Player Me, said, "Maybelline New York’s makeup looks and L’Oréal Professionnel’s hairstyles are an amazing addition to the Ready Player Me platform. We couldn't be more excited to partner with L’Oréal and bring their avatar customization options to our avatar creator and all apps and games compatible with Ready Player Me, including Spatial, HiberWorld and VRChat."
Camille Kroely, chief metaverse3 officer of the L’Oréal Group, adds, "This partnership allows us to better understand the appetite for virtual beauty amongst consumers and elevate beauty experiences. With more than three billion global gamers, our approach is to explore new beauty codes, while making the experience more accessible and inclusive. Through creativity, technology and L’Oréal’s beauty expertise, we aim to offer a space for self-expression that reflects the diversity of our world beyond physical."