Yves Saint Laurent Beauté by L’Oréal’s grand entrance into the Web3 space
Yves Saint Laurent Beauté (YSL Beauté), the iconic brand of the L’Oréal Group, is entering the Web3 space with the launch of its NFT collection and its own NFT wallet. It has partnered with Wunderman Thompson agency and France-based web3 solutions platform Arianee Web3 solutions on the initiative.
The first 10,000 free NFTs - called Golden Blocks - were dropped on 15 June, which grants Vivatech visitors and followers of the @YSLBeauty Instagram and Twitter accounts, access to the brand’s Web3 ecosystem. NFTs can be claimed with a YSL Beauty Wallet app powered by Arianee.
These 10K YSL Beauty Golden Blocks (ERC721 minted on Polygon with the Arianee Protocol) will serve as a token of community engagement. Holders can unlock utilities throughout the year for its holders including a premiere launch, and whitelisting for other NFT drops.
On June 21st, YSL Beauté will launch its partnership with decentralized platform P00Ls and two music artists, Agathe Mougin and Kittens. YSL Beauté communities will be invited to connect with them and collect their 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.
Stephan Bezy, CEO at YSL Beauty, says: ‘To us, 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.’
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.’
Photo: Yves Saint Laurent Beauté