L’Oreal Unveils First Ever Multi-Brand Beauty Partnership With Ready Player Me

Loreal Avatar

Beauty and fashion icon L’Oreal has announced a new partnership with the metaverse platform Ready Player Me. The collaboration will give users the chance to create a range of avatars on Ready Player Me using Maybelline New York and L’Oreal Professional makeup and hairstyles.

Both brands make use of curated styles co-designed by 3D designer and developer, Evan Rochette.

Maybelline New York, the number one makeup brand in the world, offers five ‘looks’ which can be used in the metaverse. At the same time, L’Oreal Professional will offer five virtual hairstyles for Ready Player Me users to adopt across over 4,000 platforms and apps worldwide.

L’Oreal and NFTs

Ready Player Me is a cross-game avatar platform for the metaverse that allows users to create their own digital avatar and then use the result in any location, or in any app, which accesses the metaverse. Users can also buy an NFT for their avatar and trade or sell them on a marketplace of their choice.

Unusually, the player can create an avatar by starting with a selfie, after which they can adopt any of the 300 customizations. Besides this, the company provides full support, and the avatar can be used in virtual locations as diverse as MeetinVR, Mozilla Hubs, or VRChat.

Asmita Dubey, the Chief Digital and Marketing Officer of the L’Oréal Group, gives us this insight:

We believe that the future of beauty will be physical, digital and virtual.

Following this, she goes on to say:

Our brands are creating new, immersive, and virtual experiences using virtual spaces, in-game customized experiences, in-virtual world advertising and virtual ambassadors and influencers. We are very excited to lay the foundations for the future of beauty on Web3 and the metaverse.

According to Mark Zuckerberg and his company Meta, the metaverse is ‘the next evolution in social connection and the successor to the mobile internet.’ Behind all the hype and jargon, the core idea is to create a permanent online space where people can hang out and have fun.

The original idea came from a science fiction novel called Snowcrash by Neal Stephenson. Critics remain divided as to the eventual value of an online space like this, however, it hasn’t stopped companies like L’Oreal, Microsoft, and other major brands from making metaverse plans.

Major brands have big hopes for avatars and NFTs

Because of the persistent nature of the space, avatars such as the ones that can be created by Ready Player Me undoubtedly play an important role in the metaverse ecosystem.

They act as the representation of your persona in every space you attend — and the big brands are therefore hoping that they’ll gain value over time.

Big brands hope that marketable avatars, with or without associated NFTs, may well end up as a major part of the commercial online space.

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