Yves Saint Laurent Beauty is the latest L’Oréal Group brand to dip its toes into Web3.
The luxury label is launching a token-gated page at web3.yslbeauty.com, which it said will serve as the hub for YSL Beauty’s Web3 journey.
Its first NFT drops today to coincide with 2022’s edition of VivaTech, the Paris, France-based tech conference.
VivaTech visitors and @YSLBeauty Instagram and Twitter account followers can claim their YSL Beauty NFT: a 10K YSL Beauty Golden Block, ERC721 minted on Polygon.
According to YSL Beauty, the Golden Block will unlock utilities throughout the year, including a premier launch and whitelisting for further NFT drops.
“To us, Web3 holds the promise of intensified experiences, where artistic reinvention and genuine emotions collide,” said Stephan Bezy, CEO of YSL Beauty.
“On this path into the unknown, we believe there is room to play with the codes of beauty, to push the boundaries of creativity and technology and to help shape a bolder present. All on the edge of reality.”
The brand worked with creative agency Wunderman Thompson and Web3 solutions provider Arianee to help bring its digital world to life.
To make Web3 accessible, said YSL Beauty, the NFTs can be claimed within a YSL Beauty Wallet app, developed by Arianee.
Following its first steps into NFTs, on 21 June, YSL Beauty will launch its partnership with decentralised platform P00Ls and two music artists, Agathe Mougin and Kittens.
YSL Beauy communities will be invited to connect with the musicians to collect their respective tokens and the activation will be linked to a donation to the label’s Abuse is Not Love programme partner NGOs: It’s on Us in the US, and En Avant Toutes in France.
L’Oréal backs Web3
YSL Beauty is not the first L’Oréal stablemate to announce a Web3 launch; earlier this month, NYX revealed its Pride 2022 campaign would be a first-of-its-kind Metaverse parade, taking place 24 June.
For this venture, L’Oréal partnered with People of Crypto Lab (POC), a creative hub dedicated to increasing representation in Web3, and The Sandbox, a decentralised gaming metaverse, to bring the parade to life.
Web3 is touted by Harvard Business Review as the future of the internet comprising cryptocurrencies, NFTs and decentralised autonomous organisations (DAOs).