NARS drops NFTs in HK to mark 20 years in market

Cosmetics brand NARS is dropping its NFT in Hong Kong to mark its 20 years in the market. According to the company this is an initiative to give back to fans of NARS in Hong Kong and it is touted as a moment to empower self-expression among women.

The NFT drops cover art and technology as a new avenue for women to embrace individuality and self-expression. Through the NFT pilot, NARS explained that it aims to connect with the next generation of digital life and engage #NARSissist through the digital certification of NFT to make their first move with NARS into metaverse.

NARS is issuing 2,022 POWERICON NFTs inspired by the new NARS Powermatte Lipstick Collection as a gesture to encourage the pursuit and discovery of beauty and artistry among women. This latest initiative echoes with NARS US’ NFT series themed on the signature NARS Blush Orgasm last year, as the brand pilot ventures into the metaverse with all #NARSissist.

Inspired by the Powermatte Lipstick launch in September, the POWERICON NFT is conceived by local designer and illustrator Rex Koo who took cue from the unique properties of six selected lip shades and the characters they represent. Each POWERICON NFT is designed with a unique face shape, hair style, lip color, outfit and accessories. Koo is a Hong Kong base visual artist, enthusiastic about pop culture, particularly Hong Kong movies. His style is deeply influenced by pop art and pop culture in the 80s. He began to work in graphic design and illustration in the millennium. In 2013, Koo started to create his own art - a series of portrait created by geometry and grid named "Simple People".

POWERICON is a formed by a collection of 2,022 pieces of Solana-based NFTs uniquely created as part of NARS Hong Kong 20 Years celebration, including 1,702 standard avatars and 320 special edition avatars. Adhering to the credo of NARS which gives pride of place to colors as a vehicle of self-expression, the POWERICON NFT series allows owners to gain priority access to the new Powermatte Lipstick Collection, VIP admission to the exclusive event in September and a chance to enjoy complimentary makeup service.

Last month, Sun Life Hong Kong also shared its plans to launch its first NFT project to celebrate its 130th anniversary and further engage in digital technology. This follows the launch of its new branding campaign "Change into a happier you".

The campaign also aims to leverage the unique characteristics of the blockchain, where consumers can immerse in the experience of Web3. This not only marks Sun Life HK's first step in entering the metaverse, but also demonstrates the company’s capability and determination in digital innovation.

The NFT collection will be themed around the company’s 130th anniversary and Hong Kong, done in collaboration with local illustrator Yobe. The design of the digital artworks will feature various aspects of life showcasing local culture and traditions, according to Chris Fung, chief client and marketing officer of Sun Life Hong Kong.

Related articles:

Yves Saint Laurent Beauté takes a step into web3 with NFT-led campaign
Lingerie label 6IXTY8IGHT makes foray into Web3 with NFT launch