Gen Z-loved hair care brand Olaplex is bringing their virtual influencer Kai to the metaverse.

Gen Z-loved hair care brand Olaplex is bringing their virtual influencer Kai to the metaverse. Kai has been featured on the brand’s social media accounts since May, but as they push their metaverse strategy, an avatar for Kai has been created for the virtual platform Decentraland. In order to grab young consumers’ attention, Olaplex “launched a contest for users to design a new NFT hairpiece for Kai to wear in the virtual world, with a grand prize of $2,500 for both the winner and a charity of their choice.” Through the brand’s website, participants can submit a 2D or 3D photo of their hair piece design, three winners will be chosen by a panel of judges, and a graphic designer will convert each design into digital products that website visitors can then vote on. The winning piece will serve as an NFT to accompany Kai’s other NFT features, like her rainbow hair and outfit. YPulse research shows that nearly a quarter of Gen Z and Millennials have followed a virtual person on social media and now more digital artists are participating in metaverse creations. (Glossy)