L' Oréal has recognised the potential of VR

"Only the Brave" - L'Oréal seems to be brave enough to test different promotion possibilities with VR and to actually use them.

The Italian fashion label Diesel, which belongs to the L' Oréal Group, is known for its unusual advertising campaigns. To promote a perfume of the brand "Only the Brave", they had visitors to a VR conference in Paris pass a test of courage in virtual reality.

The visitors put on an HTC Vive for the VR experience. In the simulation, they had to walk along the narrow wall ledge of a New York skyscraper with their backs to the wall and with a more than one hundred metre deep abyss in front of them. Pure thrills!

If you've ever experienced Richie's Plank Experience for HTC Vive, you know what we're talking about. The simulation is at Steam available. To increase the immersion, it is recommended to use a real wooden plank that corresponds to the masses of the virtual plank.

Simulation with real conditions

At the conference, too, the simulation was reinforced with a very small ledge as well as the wall and the ceiling hanging down, where the visitors had to pull in their heads. Those who reached the goal of getting to the other end of the ledge within two minutes were rewarded with a bottle of the perfume.

Vive controller on the feet

It is remarkable that the Vive controllers are not held in the hands as usual, but are attached to the feet. To bring the hands into virtual reality as well, Leap Motion was used, which was stuck onto the front of the VR glasses. This allowed visitors to see their own hands when they reached for the perfume.

The advertising campaign is to start soon throughout Europe. Then people will be able to try out the VR experience for themselves in department stores, at airports and at conferences.

The VR experience was commissioned by L'Oréal, created by PR agency 84.Paris designed and produced by the Backlight Studio implemented.

Coiffeur training in VR

At the end of last year, L'Oréal announced a VR solution for hairdressers for the hair care products from the Matrix range.

For virtual training, the company relies on volumetric and walk-through 3D videos. The performers are filmed as photorealistic 3D holograms and then placed in a rendered 3D environment. With the VR glasses, the hairdresser can move around the trial client and observe how the cut is performed - perfect for learners, of course. This way, they no longer have to travel around to learn about the latest trends and cuts.

L'Oréal is integrating the VR training into the Matrix Academy, an advanced training programme for hairstylists. The Matrix training was launched in the US at the beginning of 2017 and will then be rolled out globally. L'Oréal is making the app available free of charge.

Make-up mirror with the AR

And L'Oréal is also strong in the AR. The cosmetics giant has been offering a make-up mirror for its customers for a few years now. With the smartphone app "Makeup Genius", consumers can map the L'Oréal make-up trends directly on their own face via the front camera of their smartphone or tablet and thus test the look.

Source: https://vrodo.de / cosmetic-business.com