L’Oréal is doubling down on its Metaverse efforts.
experiences by L’Oréal, including Maybelline’s recent Virtual Loft, which allowed consumers to watch makeup tutorials and virtually try-on looks, and L’Oréal’s newly minted partnership with Meta to support and incubate AR and avatar creation start-ups.
“We want to crack the codes of beauty within [the metaverse], and to do that, we’re partnering with key players who know the field,” Kroely said. “When it comes to avatar customization, people are very much focused on fashion today — there’s a huge untapped opportunity in hair and makeup.” While L’Oréal is testing the waters on Ready Player Me with L’Oréal Professionnel and Maybelline, it plans to bring other brands from its portfolio further into the digital beauty realm as well, taking what Kroely describes as a “test-and-learn” approach.
“We’ll see what looks resonate with people, and develop more from there. We want to explore a multibrand approach that will bring more creativity, expertise, diversity and tech to hair and makeup,” Kroely said. A leading cross-game avatar platform, Ready Player Me has teamed with several fashion brands to date including New Balance and Pull&Bear, and presents an avenue for beauty brands seeking to get in on the fledgling customizable avatar opportunity, as well.
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