Yves Saint Laurent Beauté takes a step into web3 with NFT-led campaign

L’Oréal Group’s YSL Beauté brand is embarking on a digital journey to explore a new NFT wallet. As part of the initiative, several NFTs will be created with Wunderman Thompson and France-based web3 solutions platform Arianee web3 solutions. 

According to a press statement by YSL Beauté, the initiative was created to connect with its communities around the world. The first drop happened yesterday on 15 June and YSL Beauté is allowing its fans on Instagram and Twitter to claim their YSL Beauty NFT, as part of the campaign.

Stephan Bezy, CEO of YSL Beauty said that web3 holds the promise of intensified experiences, where artistic reinvention and genuine emotions collide. “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,” Bezy said.

To make web3 accessible to everyone, crypto native or newcomers, the NFTs can be claimed within a YSL Beauty Wallet app powered by Arianee, including a state-of-the-art Ethereum-based wallet technology that offers a seamless user experience.

On 21 June, a first partnership with decentralised platform P00Ls and two renowned music artists, Agathe Mougin and Kittens, will also be launched as part of the campaign. YSL Beauté communities will be invited to connect with them to collect their respective tokens. The activation will be linked to a donation to the Abuse is Not Love program partner NGOs - It’s on Us in the US and En Avant Toutes in France.

Virgile Brodziak, MD of Wunderman Thompson said, “Web3 and metaverse are still unexplored spaces and we strongly believe that for brands such as YSL Beauté, it will take the time to deeply understand and connect with this new culture where opportunities are endless. We are proud to contribute to this never-done-before project.”

Last year, YSL BEAUTÉ also pushed boundaries with its annual beauty party, bringing music and beauty together for the brand's first-ever virtual event, YSL BEAUTY RECORDS. As part of the campaign, consumers discovered signature and limited-edition products, interactive games, masterclasses, celebrities, musicians, and more.

Meanwhile, in 2019, YSL Beauté teamed up with Tencent to bring facial recognition technology and O2O solutions to this year’s “YSL Beauty In Love” annual pop-up store beauty event. It banked on AR to deliver a personalised VIP experience where customers could use their smartphones to upload a photo and create a unique Face ID in a WeChat mini-program or HTML 5 campaign page. This will allow them to try on virtual lipstick shades with embedded AR facial recognition technology.

Related articles:

YSL BEAUTÉ HK crowned Best of Show – Brand at MARKETING-INTERACTIVE's DigiZ Awards
TikTok enters world of fashion with runway livestreaming for YSL, LV and others
YSL Beauty Hotel brings digital beauty experience to customers in Hong Kong