Avatar Beauty: L'Oreal, Charlotte Tilbury Head To Metaverse


Image above from Charlotte TilburyDon’t be surprised if the avatars you meet in the metaverse are a little more glamorous these days. Both L’Oréal and Charlotte Tilbury have announced new 3-D activations, with beauty looks that let people take their Web 3.0 style to new levels of detailed personalization.

L’Oréal is working with Ready Player Me for the avatar platform’s first-ever multibrand beauty partnership. The deal brings exclusive makeup from Maybelline New York and hairstyles from L’Oréal Professionnel to the platform. They can be used on more than 4,000 platforms and apps.

The company says the launch taps into the growing demand for self-expression in the metaverse, allowing people to create playful and experimental personas.



L’Oréal worked with stylists and 3-D artists, including CGI artist Evan Rochette, to create the effects. Choices include five different makeup looks and five different hairstyles.

 “We believe that the future of beauty will be physical, digital and virtual,” said Asmita Dubey, chief digital and marketing officer of the L’Oréal Group, in its announcement. “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.”

Targeting the more than 3 billion gamers worldwide, the beauty giant hopes the partnership will help it understand the appetite for virtual beauty and explore new beauty trends.

And Charlotte Tilbury, one of the first beauty brands to move into the metaverse in 2020, is also charting new territory. It’s expanding its partnership with Obsess, the ecommerce platform, launching customizable shopper avatars.

People can customize their makeup look in great detail using Charlotte Tilbury products. And there are also more options in clothing, body shape and skin color.

While there’s nothing new about customized avatars, Obsess says this new technology marks the first time shoppers can create avatars “in a browser-based virtual store environment—with no download, signup, login or fee required.”

It also includes a social component, enabling friends to shop together in real time, interacting with one another’s avatars.

The program allows people to experience Charlotte Tilbury’s holiday campaign in different dimensions. “We have broken new ground with Obsess,” said Corinne Suchy, chief growth and technology officer for the London-based company, in its announcement, “as we use advanced technology capabilities to create personalization options that offer a phenomenal level of detail.”

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