L’Oréal Professionnel Continues Metaverse Push With New Direct-To-Avatar Hair Looks, Via Wunderman Thompson

L’Oréal Professionnel Continues Metaverse Push With New Direct-To-Avatar Hair Looks, Via Wunderman Thompson
B&T Magazine
By B&T Magazine



L’Oréal Professionnel has expanded its direct-to-avatar hairstyles with five new looks in its “Graviats” drop created with Wunderman Thompson available across Ready Player Me, Zepeto and Roblox.

The brand has partnered with hair artist Charlie Le Mindu to create the looks and has renewed its work with 3D artist Evan Rochette to bring the looks into the metaverse.

In addition to Ready Player Me, the world leader in avatars for multi-app use where the first launch of hair looks took place, Gravitas will be available on Robox and Zepeto, giving the campaign a projected reach of 234 million and over 40 million games combined.

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, comments: “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 Professionnel and to help them define beauty and style through hair, making self-expression across worlds accessible, and gravity defying.”

Beyond this launch, L’Oréal Professionnel will continue to drop new hair looks across the year to push the creative and technological boundaries that the metaverse has to offer.

To bring the virtual and real-worlds closer together, meta-hair and real-life hair will join forces in L’Oréal Professionnel’s global competition, the Style and Colour trophy. This iconic 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 brand-new category exclusively for CGI artists will also be unveiled to showcase the possibilities for hair creativity inspired by the metaverse, with the winners of each category receiving the grand prize of €10,000 (AU$16,550).

L’Oréal Professionnel began its virtual hair push in November last year launching looks on Ready Player Me.

CREDITS: Wunderman Thompson France

Global Head of Emerging Channels: Justin Peyton
Managing Director: Virgile Brodziak
Project Manager: Yann Clément




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