L'Oréal joins forces with the Ready Player Me platform to customize avatars looks
L'Oréal continues to explore the metaverse and its possibilities. The global beauty giant has teamed up with Ready Player Me, the multi-metaverse avatar platform that has already partnered with brands like New Balance and Pull&Bear. On this platform, Maybelline New York and L'Oréal Professionnel, two of the group's brands, now offer makeup and hair looks for avatar customization. These looks can be used on approximately 4,000 platforms and applications, reaching young consumers around the world.
"This partnership allows us to better understand consumers' appetite for virtual beauty and enrich their beauty experiences. With over three billion gamers worldwide, our approach is to explore new beauty codes, while making the experience more accessible and inclusive. Through L'Oréal's creativity, technology and beauty expertise, we aim to provide a space for personal expression that reflects the diversity of our world, beyond the 'physical,'" details Camille Kroely, L'Oréal's general manager metaverse3, a position she has held since last September.
In collaboration with make-up artists, hairdressers and 3D artists, Maybelline New York and L'Oréal Professionnel are each offering five looks designed with 3D design and development expert Evan Rochette.
In 2021, the L'Oréal group will have sales of 32.28 billion euros.
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