L’Oréal Exploring New Ways To Put Virtual Makeup On Consumer Avatars In Digital Worlds
The House of NYX Professional Makeup, opening on iHeartMedia’s music and entertainment corner of the Roblox gaming platform, gives gamers a place to sample digital beauty products. Meanwhile, Maybelline New York and L’Oréal Professionnel have created makeup looks and hair styles for use on avatars across more than 4,000 platforms and apps worldwide.
You may also be interested in...
Revolution Beauty x Fortnite is the first Fortnite-branded cosmetics and skin-care line, developed through a deal between Epic Games, Inc. and UK-based Revolution Beauty Group Limited. Separately, The Procter & Gamble Co.’s Gillette brand kicks off its second annual Gillette Cup featuring Fortnite.
Per Lisa Hau, Bidstack’s chief strategy officer, “Gaming has an audience that is undeniable. It reaches one-third of the world's population and continues to grow.” And the average gamer is not the popularly imagined anti-social teenage male, as “45% of gamers are now female, and the average age sits comfortably at 34 years old.” It’s a compelling opportunity for beauty brands, Bidstack says.
“The Clinique Lab is the next generation of digital innovation,” says The Estee Lauder Companies brand of its three-dimensional online dreamscape where users’ customized avatars can learn about the brand, its products and ingredients, unlock exclusive offers, and browse a virtual shop. Unilever’s Living Proof announced the launch of a similar concept this month as beauty’s presence in the metaverse grows.