To launch L’Oréal’s bold new MetaVivids hair dyes, we tapped into where Gen Z feels most like themselves, the Metaverse. With 52% of Gen Z saying they feel more authentic online, we created an immersive avatar platform where users could play, explore, and try on vibrant new shades using the Virtual Try-On Tool. The experience encouraged self-expression in a space where individuality thrives, brought to life through a full 360 campaign spanning social, digital, out-of-home, and on-platform media.
METAVERSE EXPERIENCE JOURNEY
AD: JULIA ROBERTSON, EXILIA TAN, Edouard Rech
CW: François Charles
CD: Farah El-Feghali
