The maison starts again to conquer the digital public. Two digital coin drops will be launched at the end of January, one giving access to exclusive activations and the other more rooted in a solidarity approach.
The new NFT adventure by Yves Saint Laurent Beauty.
It won’t be long before thatThe beauty of Yves Saint Laurent it does not relaunch in the Web3 adventure. Last June, the house took its first steps into the world of NFTs through the “Golden Blocks” and “Pride Blocks” drops, made up of 24,000 digital assets and linked to exclusive activations, such as access to concerts by two artists and the product preview. Building on its success, the brand intends to repeat the experience this January 30, 2023.
On the occasion of the “Black Opium, The Night is Ours” campaign in homage to its iconic perfume, a first part will be composed of 2,014 NFTs – in reference to the year of creation of the fragrance – named “YSL Beauty Night Blocks”. These will be accessible from the house’s online shop in France, the United States, Great Britain and Australia by purchasing a bottle of the range. Buyers will be invited, via a newsletter, to download the YSL Beauty wallet to recover their digital currency. Two editions of non-fungible tokens will be available: 2,000 units with Black Opium Eau de Parfum, night and glitter, and 14 rarer copies celebrating the new Black Opium Le Parfum.
With the aim of strengthening the link between the brand and its community, these NFTs will be carriers of various advantages for buyers, such as thePrada’s all-inclusive experience linked to its 37th Timecapsule. In fact, all 2,014 digital objects will give rise to access to the private sale of the second Web3 operation of the campaign, a voucher on the house’s website and exclusive content – not disclosed at the moment – by perfumer Nathalie Lorson, creator of Black Opium Le Scent. In addition to these benefits, the public of the 14 rare NFTs will be able to receive a “Get the Black Opium look” box set.
A second edition in support of women.
As mentioned above, this collection will be followed by the opening of a second drop of charity, “YSL Beauty Night Blocks”. All holders of “YSL Beauty Blocks” will have the opportunity to support the programme Abuse is not love, which fights against violence against women in particular, during a private sale. Imagined by soon-to-be featured female artists, the line of 300 NFTs will pay off this time around. The proceeds from the sale will be donated to Yves Saint Laurent Beauté’s solidarity initiative.
These numeric operations allow it “both to bring a new audience to the web3, faithful to our promise to make this new use more accessible, and to test the potential of NFTs within an online shopping experience” explained Diane Hecquet, Chief Digital and Marketing Officer of the brand’s beauty department.
A long-term digital vision which is part of a global trend in the sector: according to a study by Bain & Company for the Comité Colbert, 51% of French luxury homeslike Yves Saint Laurent Beauté, are currently in testing or planning to launch NFT before 2025.