Hair care brand L’Oréal Professionnel has partnered with Wunderman Thompson to launch so called ‘direct-to-avatar’ products across a range of online marketplaces.
As part of the activation, LOréal has unveiled ‘Gravitas’, a series of five ‘larger-than-life’ hair looks that will be made available to gamers within the metaverse.
“We are very excited to drop these cutting edge hairstyles as this is another milestone in our journey to crack the new codes of hair beauty and provide limitless forms of virtual self-expression,” L’Oréal Professionnel international general manager, Anne Machet said.
“As the brand leader, we are in a unique position to elevate the professional industry, CGI artists and consumers to bring more value and augmented experiences.”
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In addition to multi-app avatar developer Ready Player Me, ‘Gravitas’ will made available across both Roblox and Zepeto – giving the campaign an etimated reach of around 234 million people across 40 million games.
Wunderman Thompson global head of emerging channels, Justin Peyton added: “In our daily lives, we all aim to express our individuality through appearance and style, and this will be no different in the virtual and gaming worlds where a generation of people are spending more and more of their time.
“It’s a privilege to work with pioneers like L’Oreal Professionnel and to help them define beauty and style through hair, making self-expression across worlds accessible, and gravity defying.”
