L’Oréal Professionnel is opening its famous Style&Colour Trophy competition to digital artists for the first time. Participants are invited to submit CGI creations alongside the physical creations of professional hairdressers. The theme for this year, 2023, is Metamorphosis, inviting creators to explore the idea of transformation and self-expression, drawing inspiration from immersive worlds.

To promote the Trophy, agency, OK C’EST COOL has created a virtual muse embodying the face of the brand and its presence in virtual universes by narrating its vision of the future of hairstyling.

The agency collaborated with digital artist, Samy La Crapule, who designed and produced a 3D avatar and its sensational hairstyle, created by the famous hair designer, Charlie Le Mindu.

Both artists will also be part of the international jury that will determine the grand winner among hairdressers in November, as well as a winner in this brand-new 3D category.

Marc Horgues, creative director of OK C’EST COOL, stated, “This beautiful project demonstrates L’Oréal Professionnel’s exploration of web3, and we are delighted to be able to deepen ideas and experiences offered by virtual worlds alongside them, transcending the constraints of reality to provide even more creativity. This avatar embodies artistic freedom and openness to new codes of beauty and cultures.”