Yves Saint Laurent Beauté starts to explore Web3 and metaverse spaces

L’Oréal Group brand, Yves Saint Laurent Beauté, has announced an NFT wallet, several drops of NFTs and partnerships with Web3 players in collaboration with Wunderman Thompson and powered by Arianee solutions.

There was a first drop on 15th June, allowing Vivatech visitors and @YSLBeauty Instagram and Twitter accounts’ followers to claim their YSL Beauty NFT.

Those 10K YSL Beauty Golden Blocks (ERC721 minted on Polygon with the Arianee Protocol) will unlock utilities throughout the year including a premiere launch, and whitelisting for NFT drops.

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.”

The NFTs can be claimed within a YSL Beauty Wallet app powered by Arianee, including Ethereum-based wallet technology.

On 21st June, a first partnership with decentralised platform P00Ls and two music artists, Agathe Mougin and Kittens, will be launched.

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 programme partner NGOs - It’s on Us in the US and En Avant Toutes in France.

Virgile Brodziak, MD of Wunderman Thompson, says: “Web3 and metaverse are still unexplored spaces and we strongly believe that for brands like YSL Beauté, that 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.”

Pierre-Nicolas Hurstel, CEO at Arianee, comments: “We are delighted to enable YSL Beauté to enter into Web3 with our end-to-end solution.”

“From minting NFTs and distributing them to the brand community, to leveraging them with token-gated content, utility and a new generation of digital relationships, the brand uses our platform to its full extent.”

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