Designing the future of hair, L'Oréal Professionnel is incorporating a 3D element into its iconic annual hair styling competition for CGI-savvy applicants – and registration is still open
Sign up to the 3D competition through the Style & Colour Trophy website
Since 1954, L'Oréal Professionnel has pushed innovative hair stylists with its Style & Colour Trophy competition: the longest-running hair competition in the world. Celebrating the creativity and skills of the profession, the worldwide competition pushes the limits of what is possible – not only in the salon – but on the world stage.
Now, in its ongoing effort to elevate hair talents, L'Oréal Professionnel is opening up the competition for 3D artists – expanding the competition into the Metaverse and welcoming hair savants from the digital sphere. The 2023 rendition is themed around Metamorphosis, transformation, with artists being encouraged to think outside of the box and creative out-of-this-world styles. "Big transformations is something both CGI artist and hair dressers can relate to," says Heidi Grosen Petersen, Nordic Education Manager for L’Oréal Professionnel, "so the theme makes perfect sense, bridging the two sides of creativity."
This is also the first time in a while the physical hair competition is arranged in the Nordics, with L'Oréal Professionnel inviting local hair professionals to create looks around the theme and registering by May 14th through the website.
The inclusion of CGI artists marks a pivot for L'Oréal Professionnel, with the company putting new focus on virtual identities. "It is projected that in 10 years, every person will have at least two or three avatars," explains Grosen Petersen. And while there is already a big push for digital fashion and makeup, hair is lagging behind."This isn't the first time L'Oréal Professionnel has entered Web 3.0. The brand premiered a virtual hair collection in November 2022 to offer more inclusive and creative hair looks to gamers, launching on the world’s biggest cross-game avatar leading platform Ready Player Me – a connected universe compatible with more than 4,000 games, platforms and apps.
The combined approach connects the dots between hair pros, CGI artists and the metaverse, driving each expertise to disrupt the very idea of beauty and crushing preconceived boundaries. L'Oréal Professionnel approaches beauty with open arms, refusing the idea of a one-look-fits-all. "We're looking for expression and innovation, especially in the 3D category," says Grosen Petersen. "There are no real limits for what you can do digitally, so we want to see artists go wild."
The 2023 Nordic jury of the Style & Colour Trophy sees Mark Martens-Anderson (International Creative Director and founder of the uncompromising community of like-minded creatives, Creademic), colour-specialist Siobhán Jones (whose work has featured in magazines like Vogue, Grazia and Glamour), award-winning Danish hair and makeup artist Sidsel Marie Bøg, and Heidi Grosen Petersen. As for the 3D part of the competition, CGI artist Samy La Crapule will assess the creativity of the digital creations from the semi-finalists – all to decide who will win the Grand Prize of 10.000 euro.
Registration is now open through the Style & Colour Trophy website, inviting budding CGI creatives and hair dressers to flex their skills and creativity.