L’Oreal Professionnel, a subsidiary of L’Oreal Group, that specialises in hair care and styling, has entered the metaverse for a second time by introducing its virtual hairstyles on various platforms including Roblox, Ready Player Me, and Zepeto.

The brand is launching a new campaign called “Gravitas” that expands its presence in the virtual world. Working alongside Wunderman Thompson, the campaign seeks to offer more chances for metaverse gamers to display their creativity and personal style.

The brand has taken another exciting step into a new world, with the end goal being to push boundaries and deliver a unique experience for consumers everywhere.

@lorealpro Are you ready for the reveal? Tune in tomorrow! 📅 #Metaverse #CGI #gametok #readyplayerme #gamer ♬ original sound – L’Oréal Professionnel Paris

How do these designs set L’Oréal apart from other brands?

L’Oréal Professionnel’s Gravitas launch sets them apart as the first brand to offer virtual products that are accessible on various virtual marketplaces at the same time, with the company also acknowledging that metaverse experiences are becoming increasingly important for consumers to use products and services.

The Gravitas hairstyles in the virtual world were created to defy gravity and go against traditional hair styling trends in the real world. Additionally, they were designed especially for the metaverse, to encourage players to explore and showcase their creativity through experimentation.

Why is the cross-platform detail so important?

The fact that Gravitas virtual hairstyles can be used across different platforms is important. Even though it is not explicitly stated, it seems like this feature was intentionally included to ensure that virtual identities are consistent no matter what platform is being used.

Interoperability, which has been considered an important aspect of the metaverse by many, has up to now been difficult to achieve due to technical challenges and the large computing power needed.

Who helped to make this campaign happen?

The campaign’s development has been strengthened with the addition of Wunderman Thompson as a partner. They have stated their strong belief that the metaverse can provide great opportunities for brands, maintaining this stance and opinion for a long time.

Overall, Gravitas was created and made possible by the collaboration with digital artist Evan Rochette and French hairstylist Charlie Le Mindu, who also contributed to L’Oréal Professionnel’s previous virtual hairstyle launch.

How else has L’Oréal impacted the virtual world and how can others do the same?

L’Oreal Professionnel has been present in the virtual world for some time now. In November of last year, they introduced five virtual hairstyles on Ready Player Me. L’Oreal received a positive response to the campaign and as a result, increased their investment in metaverse activities.

It will be exciting to observe how the Gravitas launch further impacts the brand’s engagement with consumers. Additionally, this latest initiative is also a great illustration of how brands are moving forward with the expanding virtual world.

With L’Oreal Professionnel’s campaign marking an ambitious step into an emerging market, it will be fascinating to observe how other brands choose to respond. They too can take advantage of the metaverse to connect with their customers in new and exciting ways, providing them with distinctive experiences and building strong relationships.


L’Oreal Professionnel’s launch of Gravitas in the metaverse is a notable move for the brand, demonstrating their dedication to innovation and trying new things.

This is a significant moment in which large brands are changing their approach to interacting with their customers’ online presence and demonstrating the evolution of brand advertising.

The metaverse is still being developed, however, as more brands participate in it, all can anticipate increasingly immersive experiences that allow consumers to interact with brands in exciting new ways.