The cosmetics brand Yves Saint Laurent Beauté is entering the web3, otherwise known as the metaverse. From June 2022, the L’Oréal group brand is launching an NFT wallet, i.e. an electronic wallet for unique digital tokens, intended for its community, as well as NFTs. The YSL Beauté brand wants to experiment with new ways to explore and connect with its communities around the world while emphasizing that it is stepping into the unknown.
YSL Beauty NFTs will unlock exclusive experiences
Starting June 15, subscribers to the @YSLBeauty Instagram and Twitter accounts have the opportunity to collect their first NFT from YSL Beauté. These ten thousand NFTs called YSL Beauty Golden Blocks will unlock exclusive experiences, including early access to an operation on the P00LS platform, for the creation of cryptocurrency linked to artists, and registrations for upcoming NFTs. YSL’s NFTs are created according to the ERC721 standard, a smart contract standard for creating a type of token on the Ethereum blockchain, on Polygon with the Arianee protocolwhich specializes in creating personalized experiences for consumers.
The metaverse is still only a promise that will have to be fulfilled. ” Web3 is the promise of augmented experiences, with artistic reinvention and emotions that come together in new ways explains Stephan Bezy, CEO of YSL Beauté. The leader recognizes that he is moving towards the unknown but that he wishes to take advantage of it to explore new territories for cosmetics. ” On this journey into the unknown, we believe it is possible to play with the codes of beauty, push the boundaries of creativity and technology and help shape a bolder present, on the edge of reality. he continues.
The electronic wallet application developed by Arianee
The NFTs will be recoverable within the YSL Beauty Wallet application developed by Arianee, blockchain specialist for the world of luxury. It will allow users to obtain an Ethereum-based Wallet, with a neat user experience, promises YSL Beauté.
On June 21, a partnership will be launched with the P00LS decentralized platform and two artists from the music scene, Agathe Mougin and Kittens. YSL Beauty communities will be invited to discover artists’ projects and collect their “social tokens”, their unique social tokens. the activation will be accompanied by a donation to two partner NGOs of the Aimer Sans Abuser program: “It’s on Us” in the United States and “En Avant Tous” in France, as part of the brand’s commitment to prevention and the fight against domestic violence.
YSL Beauté mobilizes time to understand the web3
The web3 and the metaverse are unexplored spaces. Brands like YSL Beauté are mobilizing time to understand and connect with this new approach, which some call “culture”. Arianee brings the technology for creating NFTs and distributing them to communities. On this project, Yves Saint Laurent Beauté was supported by the agency Wunderman Thompson France, both for the creative aspects, customer orientation and technologies.
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Yves Saint Laurent Beauté takes its first steps into the unknown of the metaverse
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