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Yves Saint Laurent beauty dives back into the metaverse and NFTs by launching a new Web3 campaign. Its first chapter gives access to exclusive benefits, the second follows a solidarity and commitment approach.
The new campaign called Black Opium, The Night is Ours was launched today. It is divided into two chapters.
Chapter 1: one perfume purchased = one NFT offered
The first, which pays tribute to the year of creation of the Black Opium fragrance, will be composed of 2014 NFTs YSL Beauty Blocks. They will be available in two editions, including a very rare one, co-created with members of the YSL beauty community.
Available in limited quantities (2014 copies), this NBFT will be granted for the purchase of a bottle of the Black Opium range from the online store in France, the UK, the US and Australia. Buyers will receive a newsletter, inviting them to download the YSL beauty wallet and will be able to directly pick up one of the precious NFTs, in its original or very rare version.
“This latest installment of the YSL Beauty Blocks collection both brings a new audience to the WEB3, true to our promise of making this new usage more accessible, and tests the potential of NFTs within an online shopping experience,” said Diane Hecquet, Digital and Marketing Director at Yves Saint Laurent Beauté.
It was designed in collaboration with Wunderman Thompson, the brand’s marketing communications agency partner on Web3 operations.
The NFT Yves Saint Laurent Beauty Block will be minted in 2000 copies. It features the perfume Black Opium, on a black background in a 3D square and gathers its signature codes: night and glitter.
Its rare version, available in 14 copies, represents Black Opium le Parfum, a new olfactory variation of the range. To go further and encourage even more user engagement for the brand and its latest innovations, its name is subject to a vote by the YSL Beauty Instagram and Twitter communities.
The brand’s ambition with this new campaign is to create engagement for users, while building loyalty. For the lucky 2014 who will have the chance to acquire (for free) an NFT, they will have at the same time three opportunities: access to the private sale of chapter 2 of the web3 campaign, a voucher to be redeemed on yslbeauty.com as well as access to exclusive content by Nathalie Lorson, the nose of the Black Opium fragrance.
Chapter 2: a second NFT for a good cause
This new Web3 initiative is linked to Yves Saint Laurent’s beauty division’s commitment to the prevention and fight against domestic violence. As part of this second chapter, all proceeds from the sale of NFTs will be donated to the Abuse Is Not Love program.
All holders of a YSL Beauty Block NFT will be notified on their YSL Beauty wallet (which they will have downloaded beforehand), of the opening of the second drop of the campaign. This time, it will take the form of a paid launch, to support Abuse Is Not Love and will give access to the community via a private sale on web3.yslbeauty.com. For even more exclusivity and to make this campaign unique, the NFTs of this second chapter will be made in collaboration with inspiring female artists, whose names will be revealed very soon.
Yves Saint Laurent: an innovative and committed brand
This is not the French brand’s first attempt at NFTs. Indeed, last June it took its first steps in this universe through two drops: Golden Blocks and Pride Blocks. They were composed of 24,000 digital assets linked to exclusive content such as concert tickets and YSL beauty products in preview.
By appropriating the power and innovations of the web3, the beauty subsidiary of the French fashion house wishes to feed its highly committed community and promote a co-creation approach.
Read also >Yves Saint Laurent Beauty launches into the web3
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Yves Saint Laurent beauty dives back into the metaverse and NFTs by launching a new Web3 campaign. Its first chapter gives access to exclusive benefits, the second follows a solidarity and commitment approach.
The new campaign called Black Opium, The Night is Ours was launched today. It is divided into two chapters.
Chapter 1: one perfume purchased = one NFT offered
The first, which pays tribute to the year of creation of the Black Opium fragrance, will be composed of 2014 NFTs YSL Beauty Blocks. They will be available in two editions, including a very rare one, co-created with members of the YSL beauty community.
Available in limited quantities (2014 copies), this NBFT will be granted for the purchase of a bottle of the Black Opium range from the online store in France, the UK, the US and Australia. Buyers will receive a newsletter, inviting them to download the YSL beauty wallet and will be able to directly pick up one of the precious NFTs, in its original or very rare version.
“This latest installment of the YSL Beauty Blocks collection both brings a new audience to the WEB3, true to our promise of making this new usage more accessible, and tests the potential of NFTs within an online shopping experience,” said Diane Hecquet, Digital and Marketing Director at Yves Saint Laurent Beauté.
It was designed in collaboration with Wunderman Thompson, the brand’s marketing communications agency partner on Web3 operations.
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Yves Saint Laurent beauty dives back into the metaverse and NFTs by launching a new Web3 campaign. Its first chapter gives access to exclusive benefits, the second follows a solidarity and commitment approach.
The new campaign called Black Opium, The Night is Ours was launched today. It is divided into two chapters.
Chapter 1: one perfume purchased = one NFT offered
The first, which pays tribute to the year of creation of the Black Opium fragrance, will be composed of 2014 NFTs YSL Beauty Blocks. They will be available in two editions, including a very rare one, co-created with members of the YSL beauty community.
Available in limited quantities (2014 copies), this NBFT will be granted for the purchase of a bottle of the Black Opium range from the online store in France, the UK, the US and Australia. Buyers will receive a newsletter, inviting them to download the YSL beauty wallet and will be able to directly pick up one of the precious NFTs, in its original or very rare version.
“This latest installment of the YSL Beauty Blocks collection both brings a new audience to the WEB3, true to our promise of making this new usage more accessible, and tests the potential of NFTs within an online shopping experience,” said Diane Hecquet, Digital and Marketing Director at Yves Saint Laurent Beauté.
It was designed in collaboration with Wunderman Thompson, the brand’s marketing communications agency partner on Web3 operations.
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