L’Oreal teases virtual reality ‘Matrix Academy’ boasting 360 hairdressing tutorials

Shooting L'Oreal's 360 video

L’Oreal is looking to unlock the educational potential of virtual reality under the assumption it will serve as a suitable platform to help teach stylists hair dressing techniques.

The company, which is heavily investing in tech startups to enhance the wider company with digital solutions, is working with VR as a means of educating consumers and businesses it deals with, reports Fast Company in discussion with L'Oréal's vice president of Innovation and Entrepreneurship, Rachel Weiss.

The scheme, named the ‘Matrix Academy’ is a VR hair stylist simulator linked to the company’s Matrix shampoo. It puts the user in a salon, providing a place to watch select hair styles put into practice by a professional. Shot in 360 video, viewers can engage with the scene from all angles.

Weiss states that one of the experiment is part of L’Oreal’s push to “modernise the industry”.

The company has a lab where it works on such attempts to disrupt the marketplace with projects such as 3D printed hair, skin, and more. It’s also working with startup incubator Founders Factory to find the next big idea in cosmetics.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.