L’Oréal is stepping up its metaverse efforts, announcing the launch of a new set of virtual hair looks to promote diversity inside Web3.
The campaign, dubbed “Gravitas” and developed in partnership with advertising agency Wunderman Thompson, aims to promote creativity and allow everyone to express themselves in the virtual world in the same way they’d do in real life.
The new virtual hair looks are available in a number of styles, including the mohawk hairstyle, and hues, including orange, blue, and pink.
The new, extravagant hairstyles will be available on Roblox, a metaverse platform with around 68 million daily active users, Zepeto, and Ready Player Me, and will be ready for users to use to customize their avatars.
With the Gravitas campaign, L’Oréal becomes the first beauty brand to roll out virtual items across multiple virtual platforms at the same time.
L’Oréal has been quite active on Web3 so far; last year, in February, the company submitted metaverse-related trademark applications, announcing its plans to join the virtual world with virtual cosmetics, makeup preparations, and much more.
In October 2022, L’Oréal worked with Meta and HEC Paris to develop a startup accelerator to foster innovation in the metaverse, and in November, the company collaborated with Ready Player Me to debut a collection of gaming-inspired hair and cosmetics styles.
More recently, in January 2023, L’Oréal invested in Digital Village, a metaverse-as-a-service platform and NFT marketplace, to create and enhance beauty in the metaverse and Web3.