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NARS Power Players

Virtual influencers for the iconic beauty brand

NARS collaborated with Dimension to create a trio of unique brand avatars using MetaHuman Creator, each inspired by a Powermatte Lipstick shade, living in an ultra stylish virtual world, all made using Unreal Engine. The beauty pioneers have used real-time technologies to raise the bar for innovation in brand storytelling. 

Branded MetaHuman avatars 

The Power Players - Maxine, Chelsea and Sissi - each have a distinct look, diverse passions, personality, and backstory. Each embodies a best-selling lipstick shade, while taking inspiration from the people who wear them, targeting key markets including the US, UK, and China.

Raising the bar for brand ambassadors

The avatars have been created using Unreal Engine’s MetaHuman framework. Virtual fashion, hair, nails, makeup and jewelry are entirely bespoke, created for the Power Players by Dimension’s 3D artists. They have been styled by Patti Wilson, with makeup looks by NARS Global Artistic Director Lena Koro. 

Virtual influencers for all platforms

The NARS Power Players landed on the 9th December, unveiled on NARS social media channels as stills and a 30 second film, walking the virtual world created for the Players using Unreal Engine 5. 

Powermatte and the power of real-time 

The NARS Power Player avatars are rigged, with authentic movement driven by mocap data generated using Vicon motion capture. By creating the Power Players and their real-time virtual world in Unreal Engine, the opportunities for continuing the story are endless.

The journey continues

All assets are in place for creative storytelling to unfold over time, with the possibility for Power Player games within virtual worlds, immersive VR experiences, real-time films, live chats, digital collectible campaigns for Web3 and beyond.

“We are always looking to further engage and inspire our NARS community and we anticipate the Power Players to unlock new opportunities to do so as consumer behavior evolves in emerging digital environments.”

Dina Fierro | VP, Global Digital Innovation and Strategy, NARS 

“NARS’s Power Players are bespoke product ambassadors - influencers who truly embody the legendary brand. As both companies and consumers explore what the metaverse means to them, virtual humans are increasingly key to authentic and meaningful experiences. NARS is paving the way for beauty in this space.”

Lauren Dyer | Director of Strategic Partnerships, Dimension

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