L’Oréal has found an interesting way to use VR technologies to improve its Matrix Academy program, a branded training program for hairstylists. Working with VR software startup 8i, L’Oréal will be offering hairdressing classes via a room-scale volumetric VR experience, which allows trainees to walk around the room, view the hairdo from different angles, and even step into the instructor’s virtual body and learn how to style the model’s hair from a first-person view. The goal is to enable aspiring hairstylists to learn the latest hair techniques and hone their skills without having to travel for their training.
What Brands Should Do
This initiative showcases a rare enterprise use case for brands to leverage burgeoning VR technologies to modernize their training programs. Moreover, this VR initiative also points to a future that beauty-related branded content can evolve into. In recent years, makeup tutorials and product review videos have gained significant traction on sites such as YouTube and Instagram, giving rise to a slew of beauty vloggers and influencers. The possibility of extending such educational VR programs to let consumers learn makeup skills in an immersive virtual experience would be a truly exciting way to attract beauty customers.
The Lab currently has four VR headsets — an Oculus Rift, an HTC Vive, and two Samsung Gear VRs — ready for demos. Virtual reality is something that has to be experienced to be understood, so come by the Lab and ask for a VR demo to get a hands-on experience and figure out how your brand can use it to excite and engage with consumers.