L’Oréal Professionnel once again redefines its iconic competition and goes deeper into the metaverse
with a new theme – Meta-morphosis – and a new award for CGI artists.
L’Oréal Professionnel, the leading professional hair brand that since 1909 has been contributing to the development of the hairdressing industry, announces the Style & Colour Trophy 2023 with the theme Meta-morphosis, inviting professional hairdressers and CGI artists
(3D designers) to present their looks in both the real and virtual world.
The “Meta-morphosis” theme suggests a true transformation and reflects the brand’s commitment to showcase
the creativity of the almost 25,000 hairdressers participating in the competition.
The choice of this theme is fully in line with the brand’s collective effort to explore the possibilities of the metaverse
in terms of bringing out creativity, but also in terms of achieving absolute freedom of self-expression.
So in this year’s competition, participants will seek the ultimate freedom of self-expression by proposing boldly,
special, unconventional looks.
With the ambition to revolutionize hair beauty beyond professional hairdressers,
L’Oréal Professionnel also opens the door to the CGI artists community (3D designers).
How? By establishing this year the Computer-Assisted Image Creation Award.
3D model developers are invited to design their own creative looks
but also to inspire the hairdressing industry.
The jury of the international Style & Colour Trophy 2023
The jury of the international Style & Colour Trophy 2023 will be composed of renowned personalities of the industry,
including Min Kim, Derick Monroe, Charlie Le Mindu, and CGI artist Samy La Crapule.
The judges’ mission will be to evaluate the creativity of the finalists’ real and 3D looks
from the 42 participating countries.
The winners of each category will therefore both receive the grand prize of €10,000,
which includes the leading professional training and guidance for hairdressers.
“I am very proud that, through this legendary competition, we contribute to the development of the hairdressing industry and change the standards in hair beauty! The Style & Colour Trophy is a unique space for hairdressers to express themselves, and with the theme
Meta-morphosis we hope to redefine the boundaries of self-expression. This year, we will accelerate our strategy in the virtual world, aiming to go beyond technical and creative boundaries and offer unlimited possibilities of expression when it comes to hair.”, explains Anne Machet, General Manager of L’Oréal Professionnel.
The purpose of this combined approach is to provide a link between hairdressers and hairdressers
(without collaborating with each other though), CGI artists and the metaverse, in order to bridge the gap between the real world and the metaverse.
and virtual world but also to harness the expertise of different disciplines
revolutionizing the beauty of hair.
Giving CGI artists the opportunity to explore the world of hair.
Style & Colour Trophy : Pillar of an innovative strategy in the metaverse
This approach with our international competition plays a key role in our wider metaverse strategy,
launched last year with a focus on virtual identities.
It is predicted that in 10 years every person will have at least 5 to 10 avatars.
And, although there is a huge development in virtual makeup and fashion, there hasn’t been anything similar in the hair industry.
As the leading brand trusted by hairdressers for over 110 years, L’Oréal Professionnel pioneered the way,
in November 2022, with a virtual collection that offers the possibility of greater self-expression
gamers through creative hair looks.
The first avatar hairstyles launched on the world’s leading avatar platform
in multiple games –Ready Player Me, a connected universe compatible with more than 4,000 games,
platforms and applications worldwide.
So the brand will continue to lead the way in the virtual world, with new collections and announcements in 2023.
REGISTER NOW by 17 July 2023 here.
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