L’Oréal Professionnel forays into the Metaverse, unlocking creative virtual hair styles

SEP 22, 2023

L’Oréal Professionnel has announced its foray into the Metaverse, embracing cutting-edge technology and elevating self-expression in the realm of hair beauty. As pioneers in the field of hair tech, L’Oréal Professionnel recognizes the immense potential of the Metaverse and is committed to revolutionizing the industry by offering more inclusive, diverse, and creative hair looks for virtual identities.

Having successfully launched and implemented the metaverse across the globe, the brand has now brought its latest innovation to India.

According to a research by Grand View Research, Inc., the global metaverse market is all set to grow at a CAGR of 41.6% which will lead the market to amount to an estimate of USD 936.6 billion by 2030.

For India, Arthur D. Little, the strategy and management consulting company, India’s Metaverse market is projected to reach $200 billion by 2035. Metaverse resonates with current trends in self-expression and digitalization.

It provides an immersive space for users to create digital identities, experiment with avatars, styles, and experiences, reflecting their real-world personas. As digitalization blurs physical and virtual boundaries, the metaverse enables global access to products, services, and social interactions, enhancing connectivity.

L’Oréal Professionnel’s important pillar for this year’s Metaverse initiative includes – More Hair Looks with Hair Drops for Multiple Platforms. The brand aims to provide an extensive collection of diverse and playful hair looks, ensuring that users can find the perfect style for their virtual identities.

The brand has premiered five hair looks in collaboration with a CGI artist, Evan Rochette on the world’s biggest cross-game avatar platform Ready Player Me. Additionally, these hair drops will be available on Robox and Zepeto. The brand has dropped 16 playful and avante garde looks on several platforms like Ready Player Me, Roblox and Zepeto.

Sharing her thoughts, Mathilde Barthelemy-Vigier, General Manager – L’Oréal Professionnel India, said, “We are the first professional hair tech brand to enter the Metaverse end of last year. The brand’s vision of ‘Professional hair tech that elevates you’ has been the driving force behind this momentous journey into the Metaverse. We’re now accelerating, leveraging the avatar as an entry point.

“In the rapidly evolving Metaverse, avatars have become an artistic canvas for self-expression. As users immerse themselves in this digital realm, their avatars become a reflection of their personality, style, and identity, with hair being a prominent feature to craft their unique virtual persona.

“L’Oréal Professionnel stimulates this connection, offering experiences through diverse and inclusive hair looks that empower users to authentically express themselves in this limitless virtual world. Indeed, research shows that within 5 to 10 years, people will have up to 10 avatars as virtual identities that represent them,” Barthelemy-Vigier added.

L’Oréal Professionnel’s metaverse entry extends its brand equity, showcasing innovation in hair beauty. A globally recognized pioneer in beauty, the brand adapts to evolving trends by embracing the metaverse, leveraging its reputation and demonstrating agility in meeting consumer preferences and technology.

The metaverse’s focus on self-expression and digital engagement aligns seamlessly with L’Oréal Professionnel’s values. Empowering unique styles through hair has been central to the brand, now extended to the metaverse. With virtual tools and experiences, L’Oréal Professionnel’s creativity flourishes, enabling authentic expression. This reinforces the brand’s equity as a beauty trailblazer, adept at foreseeing trends and creatively engaging consumers.

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