L’Oréal launches first multi-brand beauty partnership

L’Oréal Group has launched its first-ever multi-brand beauty partnership with Ready Player Me, a cross-game avatar platform for the metaverse.

The partnership sees Maybelline New York and L’Oréal Professionnel launch exclusive makeup and hair styles for avatar creation on Ready Player Me, which can be used on over 4,000 platforms and apps worldwide.

Working with makeup artists and hairstylists, the beauty brands offer ten curated looks co-designed by 3D designer and developer, Evan Rochette.

Maybelline New York's five makeup looks offer users the opportunity to express themselves creatively. Whilst L’Oréal Professionnel's five hairstyle looks aim to push the boundaries of creativity for a limitless hair expression in the virtual world.

The partnership strengthens L’Oréal’s exploration in the metaverse to better reach consumers with new products and services.

Asmita Dubey, Chief Digital & Marketing Officer at L’Oréal Group, said: “We believe that the future of beauty will be physical, digital and virtual. Our brands are creating new, immersive experiences using virtual spaces, such as in-game customised experiences, in-virtual world advertising and virtual ambassadors and influencers. We are very excited to lay the foundations for the future of beauty in the metaverse.”

Camille Kroely, Chief Metaverse Officer at L’Oréal Group, added: “This partnership allows us to better understand the appetite for virtual beauty amongst consumers and elevate beauty experiences.

"With more than three billion global gamers, our approach is to explore new beauty codes, whilst 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.”