Global – Professional haircare brand L’Oréal Professionnel has unveiled its latest move into the metaverse with the launch of its new range, Odyssea: Creatures of the Sea. Teaming up with its agency Ok C’est Cool, the brand presents five avant-garde looks inspired by the underwater world. Following previous metaverse initiatives, this collection pushes the boundaries of hairstyling possibilities and self-expression.
In a collaboration with hair designer Charlie Le Mindu and 3D artist Evan Rochette, L’Oréal Professionnel aims to transcend the limitations of reality and foster creativity within the metaverse. The collection is accessible on platforms such as Ready Player Me, Roblox and Zepeto, providing users with immersive and imaginative ways to assert their online identities.
The launch is designed to pioneer the integration of hair inclusivity in the virtual world, aligning with our Affirmative Avatars Market, which reveals how socially conscious netizens are seeking digital fashion that reflects their values.
As new value frontiers infiltrate our virtual existence, it is important that brands offer consumers opportunities to express their diverse and inclusive identities in a more utopian world where people want to exist – and consume