L’Oréal files NFT trademarks for big name beauty brands

By Becky Bargh 21-Feb-2022

Beauty owner has filed 17 trademarks across its brand portfolio, including Maybelline, NYX and IT Cosmetics, that will enter the virtual world

Inside NYX's Stratford store, London, UK

Cosmetics owner L’Oréal could be about to enter the metaverse.

The world’s biggest beauty brand filed 17 NFT and digital trademarks for some of its most popular beauty brands earlier this month – following in the footsteps of its competitors.

Maybelline, NYX, Kiehl’s and IT Cosmetics are among the brands L’Oréal is backing in the virtual world – as seen via the World Intellectual Property Organization .

If successful, L’Oréal’s new trademarks will cover digital media, art, tokens, NFTs, collectable digital items and photographs.

An interactive website for virtual reality games and services is also under registration.

Estée Lauder brand Clinique, Beiersdorf’s Nivea and British beauty name Ciaté London have all entered the world of NFTs.

LVMH’s Guerlain also developed four digital artworks to be sold at auction.

Cosmetics Business has contacted L’Oréal for further comment.

Marketing overhaul

NFTs have become the centre of beauty brands’ marketing strategies as digital artwork blows up year-on-year.

Sales of the virtual unit of data skyrocketed in 2021, reported Dapp Radar – an analytics platform – to US$10.7bn in Q3.

Artwork by Cosmetics Business

A 700% increase on the previous quarter.

The pandemic’s push to ‘online everything’ has also been a catalyst for an up in digital avatars.

Gucci Beauty and Nars have enabled make-up artistry play on make-up app Drest.

Dior’s collaboration with Zepeto, meanwhile, allows users to create 3D avatars of themselves, along with nine beauty looks.

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Learn more about the metaverse and how it’s coming to beauty via the Cosmetics Business Trend Report:



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