VLGE and L’Oréal Paris bring beauty to the virtual world

Beauty is no longer limited to the physical world. The metaverse is empowering people to socialize, explore their identities, and express themselves in new and original ways. With over 50% of Gen Z consumers saying they feel more themselves in this digital realm than the physical world, it’s no wonder that brands are increasingly seeking to enter virtual worlds and gaming platforms.1

Responding to these shifts, L’Oréal aims to accelerate its virtual ambitions to continue to support consumers throughout their journey of self-expression through beauty and BOLD is on hand to help. Earlier this year BOLD welcomed metaverse-as-a-service platform, VLGE, to its portfolio.

Founded in 2021, VLGE offers new, scalable technologies to both create and interact with digital identities and assets in virtual worlds. The US-based startup collaborates with brands to reimagine the ways we connect with consumers, nurture authentic relationships, and generate brand loyalty—beyond the physical and into the digital. So, what does that mean for L’Oréal?

PARTNERING WITH L’OÉRAL PARIS

As L’Oréal Paris executes its virtual world strategy, the brand tapped into VLGE’s expertise to support two of its main goals:

• Create a sense of modernity and novelty among Gen Z and other emerging audiences
• Generate brand love by showcasing L’Oréal Paris’ commitments and events beyond physical worlds

The synergies between VLGE and the beauty brand were, therefore, almost instantaneous. The startup’s artistic expertise and depiction of virtual beauty, combined with their state-of-the-art technology, immediately resonated with the L’Oréal Paris brand. The pairing was a natural fit, enhanced by the two parties’ historical initiatives to support women’s empowerment L’Oréal Paris Préférence Metavivids.

L’OÉRAL PARIS PREFERENCE METAVIVIDS

One of the first iterations of the partnership is L’Oréal Paris’ Préférence Metavivids. The activation stayed true to the authenticity of L’Oréal Paris’ heritage, while still offering consumers exciting opportunities to engage with the brand in previously unexplored ways.

For example, the “Paris” in L’Oréal Paris was reimagined for the virtual sphere. Three new worlds offer unique takes on the legendary city. With Cyberpunk Paris, Steampunk Paris, and a Dreamy Buttes-Chaumont Parisian Park, visitors take a stroll through these original depictions of the French capital.

Interactive elements offer novel ways of engaging with the brand’s hair color range, L’Oréal Paris Préférence. With virtual product try-ons, video tutorials, redirections to the Metavivids Roblox Game, easter eggs and more, the physical product is reinvented through digital means.

Accompanying visitors through their journey are L’Oréal Paris’ first ever digital spokespeople: Sam, Eve, and Alix. The three avatars inspired the three worlds’ creation and users are invited to explore each of the three spaces.

Take a sneak peek at Metavivids and get a glimpse of the virtual world for yourself!

COLLABORATION FOR THE LONG-TERM

VLGE and L’Oréal Paris’ partnership goes beyond the Préférence Metavivids launch. With long-term, brand-forward ambitions, the two are working together to generate new ways of showcasing L’Oréal Paris commitments via original, digital means.

One of these efforts includes transposing physical spokespeople into the virtual realms. Presented as a teaser earlier this year during the Worldwide Meetings, the brand highlighted the first-ever avatar creations of L’Oréal Paris’ official spokespeople.

The partners are also working on generating another take on Paris, currently under the code name of “Golden Paris.” The goal is to give the brand a space in virtual words for future projects.

These plans are just a few in the budding partnership. As L’Oréal Paris, along with other L’Oréal brands, explore the metaverse to scale their virtual strategies, VLGE is providing new takes for a virtual future.

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  https://www.razorfish.com/articles/news/razorfish-study-finds-52-percent-of-gen-z-gamers-feel-more-like-themselves-in-the-metaverse-than-in-real-life/