THE WHAT? L’Oréal has announced a new, multi-brand beauty partnership with Ready Player Me, the leading cross-game avatar platform for the metaverse.
THE DETAILS Maybelline New York and L’Oréal Professional will debut five exclusive make-up and hair styles for avatar creation on Ready Player Me that can be used on more than 4,000 platforms and apps worldwide.
“This partnership allows us to better understand the appetite for virtual beauty amongst consumers and elevate beauty experiences,” says Chief Metaverse3 Officer of the L’Oréal Group, Camille Kroely. “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’.”
THE WHY? Asmita Dubey, Chief Digital & Marketing Officer of the L’Oréal Group, explains, “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.”