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

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    L’Oréal Professionnel has expanded the hairstyles that connect directly to your avatar with five new looks available for Ready Player Me, Zepeto and Roblox with the “Graviats” drop created by Wunderman Thompson.

    The brand partnered with hair artist Charlie Le Mindu to create the look and updated work with 3D artist Evan Rochette to bring the look to the metaverse.

    Gravitas now available on Robox and Zepeto, along with Ready Player Me, the world leader in multi-app avatars, campaigns expected to reach 234M reach and over 40M games will be Combined.

    Anne Machet, L’Oréal Professionnel International General Manager, said: As a brand leader, we are uniquely positioned to deliver more value and enhanced experiences to the professional industry, CGI artists, and consumers.

    Justin Peyton, Global Head of Emerging Channels at Wunderman Thompson, commented: spending more and more time. L’Oréal He is honored to work with pioneers like Professionals and help them define beauty and style through their hair, making self-expression accessible and gravity-defying across the globe. increase. “

    After this launch, L’Oréal Professionnel will continue to introduce new hairstyles throughout the year to push the creative and technical boundaries of what the Metaverse has to offer.

    To bring the virtual and real worlds closer together, Metahair and real hair join forces in the Style and Color Trophy, L’Oréal Professionnel’s global competition. The iconic contest, which will be held in 2023 under the theme of ‘Metamorphosis’, will call for transformation and self-expression while inviting hairstylists to design a look for Meta’s hair for the first time ever.

    A new category dedicated to CGI artists has also been announced, showcasing the creative possibilities of Metaverse-inspired hair, with a grand prize of €10,000 (AU$16,550) awarded to the winner of each category.

    L’Oréal Professionnel launched a virtual hair push last November, revealing the Ready Player Me look.

    Credit: Wunderman Thompson France

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


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