November 23, 2022
L’Oréal has announced a multi-brand beauty partnership with Ready Player Me, a cross-game avatar platform for the metaverse. Two of L’Oréal’s brands, Maybelline New York and L’Oréal Professional, have unveiled exclusive makeup and hair styles for avatar creation on Ready Player Me that can be used on more than 4,000 platforms and apps worldwide.
Working with makeup artists, hairstylists and 3D artists, both brands bring curated looks co-designed by the 3D designer and developer, Evan Rochette. Maybelline New York offers five makeup looks in the metaverse. L’Oréal Professional also offers five trend-led hairstyle looks that push the boundaries of creativity.
“This partnership allows us to better understand the appetite for virtual beauty amongst consumers and elevate beauty experiences,” says Camille Kroely, chief metaverse3 officer, The L’Oréal Group. “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.’”
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