L’Oréal is stepping up its efforts in the metaverse by partnering with Ready Player Me to bring a total of 10 metaverse-inspired hair and makeup looks to the platform.
L’Oréal and Ready Player Me
Created in collaboration with CGI artist Yvan Rochette, L’Oréal Professionnel has released five on-trend hair looks, while Maybelline New York has launched five colorful makeup looks on the platform. Users can customize their 3D animated avatars with these beauty looks and use them on more than 3,000 metaverse platforms.
L’Oréal brands @Maybelline New York and L’Oréal Professionnel are bringing an array of gaming-inspired hair and makeup looks to the metaverse. #readyplayerme #3davatars #metaverse https://t.co/5KXpFpHX4e
— Ready Player Me (@readyplayerme) November 15, 2022
“Our approach was not to duplicate realistic looks, but to push the boundaries of creativity and offer people looks they might not have in real life,” said Camille Kroely, director of metaverse and Web3 at L’Oréal.
The 6-month program will support at least five startups specializing in the creation of metaverse-related products, including 3D production, augmented reality (AR), virtual reality (VR), mixed reality, avatar creation, user experience portability, token economy and other related topics.
“We want to crack the codes of beauty in the metaverse, and to do that, we’re partnering with key players who know the field,” Kroely said. “When it comes to personalizing avatars, people are focused on fashion, and today there’s a huge untapped opportunity in hair and makeup.”
Kroely said L’Oreal is taking a “test and learn” approach in 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 in its portfolio into 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,” Kroely said.
Users could use these looks to customize their avatars, taking advantage of the technology provided by Ready Player Me, which allows them to transform their real-life looks into 3D avatars with just a 2D photo or by using default settings.
Real Player Me already integrates with Spatial and more than 3,000 gaming and VR apps, meaning that avatars created on the platform can be freely used in supported apps.
Ready Player Me recently raised $56 million in a series B round led by a16z. It has partnered with several fashion brands, such as New Balance and Pull&Bear, and presents an opportunity for beauty brands to jump on the customizable avatar bandwagon.
L’Oreal and Web3
L’Oreal had already introduced immersive experiences, such as Maybelline’s recent Virtual Loft, which allowed consumers to watch makeup tutorials and try on makeup virtually.
In February, L’Oreal USA filed trademark applications on behalf of its subsidiaries, including makeup and hair care companies such as Kiehl’s, Urban Decay, Maybelline, NYX and Redken, among others.
In addition, NYX Professional Makeup, a subsidiary of L’Oréal, launched the first virtual meta-price show in the metaverse in May.
It also had a collaboration with Meta and French business school HEC Paris to create a metaverse startup accelerator to foster innovation in the metaverse.
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