Drest takes deeper dive into magnificence in Josh Wood gaming and product link-up

Luxury style gaming app Drest is including to its magnificence provide in a link-up with superstar hair colourist Josh Wood and “his cult-favourite at-home hair colour brand, Josh Wood Colour”. The deal additionally contains the power to purchase real-world bodily product.

Wood has labored with Drest earlier than, earlier this decade, however that is the primary full-on hair-focused partnership for the gaming app, “ushering in a new era where virtual styling, editorial storytelling, and real-world product discovery and purchase converge”.

So Drest customers at the moment are capable of “play with Josh Wood Colour’s award-winning Gloss Treatments to refresh, revitalise and enhance a diverse range of model avatar hairstyles — experimenting with hues, dimension, shine and sparkle across various textures, lengths and tones”. 

Very necessary, in a platform-first, real-life product is featured prominently within the gameplay, “letting users discover and explore its effects visually and interactively before ever picking it up in store or online”. They can then click on by to buy the merchandise.

The firm stated that hair “has been largely under-leveraged in gaming” to this point. 

And founder/co-CEO Lucy Yeomans added: “Our users are deeply invested in beauty and instinctively understand the transformative power of hair — just like in the real world. Think of Lara Croft’s iconic braid or Bayonetta’s weaponised waves — hair isn’t an afterthought; it’s a defining part of a character’s identity. It’s no surprise that branded hair colour has consistently topped our users’ wish lists, which is why I’m so excited to see how our partnership with Josh Wood — one of the world’s leading colourists — resonates with our community.”