Back in May, BeautyMatter predicted that non-fungible tokens (NFTs) could present a new path for tech-savvy brands to build brand momentum while captivating an increasingly hyper-connected audience. Since then, the $190 billion market has had indie and industry heavyweights, mass market and prestige alike, enter the arena.
Those making the most of the medium are marrying digital hype with physical products—a one-two punch of building engagement while also shifting (physical) inventory, We rounded up five brands upping the ante, from those seeking out more environmentally friendly blockchain alternatives to those supporting LGBTQIA+ causes.
Dior: The French heritage brand entered the digital metaverse via social media app ZEPETO, making it the first beauty partnership for the latter. Dior Makeup’s creative and image director, Peter Philips, created nine exclusive makeup looks that were then incarnated in digital form and broadcast to the platform’s over 200 million users, available to use on their own 3D avatars.
NARS: The Orgasm Collection is the standout product that drove NARS’ claim to fame, so naturally it was this adventurously named product that was its guinea pig for NFT adventures. The Shiseido-owned brand had three artists from the worlds of music, crystals, and fashion create an NFT inspired by the product line, using Tezos blockchain, a more energy-efficient alternative to blockchain. Each purchase is redeemable for a full-size product.
e.l.f.: With its line of self-proclaimed Ne.l.f.Ts, the brand gave three bestselling products (Poreless Putty Primer, Ride of Die Lip Balm, 16hr Camo Concealer) a #CryptoCosmetics makeover with golden NFT renditions, which were also marketed with TikTok activations. By hosting on the Bitski platform, users were able to make purchases via credit card, easing the point of access for those slightly lost in the Bitcoin transactions universe. Furthermore, e.l.f. partnered with sustainability platform Aerial to make the NFTs carbon negative.
LOOK LABS: The Berlin-based studio, founded by Jordan Katzarov, aims to “bring new consumers from the traditional beauty and lifestyle industries to the crypto space.” Its fragrance launch Cyber eau de parfum, a unisex creation with notes of incense, iris, and sandalwood, did just that. Each fragrance purchase came with an NFT token, and for a special “hackathon,” the studio collaborated with artist Sean Caruso on an NFT artwork representation of the fragrance, using near-infrared stereoscopy to recreate its molecular structure in digital form.
Givenchy: In celebration of Pride Month, Givenchy Parfums collaborated with the Rewind artist collective and Amar Gallery director Amar Singh on an animated portrait series entitled Pride, “Symbolising diversity, the assertion of identity, and the fight for equal rights.” Sold in a limited edition of 1952 on sales platform VeVe, all proceeds benefited Le MAG Jeunes, an association supporting LGBTQIA+ youth.
