L'Oréal Paris Launches NFT Campaign To Empower Women
Milestone Date: December 13, 2021
L'Oréal Paris, the renowned global beauty brand, is celebrating women's empowerment through an impactful non-fungible token (NFT) campaign. Through this unique fusion of art, beauty, and technology, L'Oréal Paris is leveraging NFTs to promote women in tech and amplify the role of women in all aspects of society
In partnership with global talent, entertainment, and sports company United Talent Agency (UTA), L'Oréal Paris has collaborated with five talented female artists—Amber Vittoria, Arina BB, Hueman, Lili Tae, and Puks—to craft NFT artwork inspired by the six stunning shades of red featured in the brand's latest lipstick collection, "Reds of Worth by Colour Riche." The collaboration allows these artists to infuse their distinct styles and perspectives into digital art pieces, providing a fresh and dynamic representation of L'Oréal Paris' lipstick range.
“Through this program, we want to bring attention to the gender disparity in the NFT space and hope that we can shine a light on the women already working within the sector while attracting more women artists and buyers,” said Maude Brunschwig, SVP of Marketing, L’Oréal Paris USA. “As a brand that is deeply committed to empowerment and inclusion, we are proud to build on our mission of supporting women and giving these artists a global platform to showcase their work.”
L'Oréal’s foray into the NFT space demonstrates its commitment to innovation and embracing digital trends to engage with its audience on a deeper level. All primary sale proceeds will go to the artists that designed the NFTs. Speaking to the power of a smart contract (the programming code behind every NFT) and the ability to support carve-outs from future sales, 50% of the secondary market sales will go to L’Oréal’s philanthropic campaign, Women of Worth, which supports women making a difference in their communities.
By Elizabeth Morrison
Published:December 13, 2021