YSL Beauty Announces Its Next NFT Rewards Campaign
Milestone Date: January 24, 2023
Yves Saint Laurent YSL Beauty announced its “Black Opium: The Night Is Ours” campaign, which is a two-part NFT Series. Part 1 includes 2014 NFTs called “YSL Beauty Blocks” that will be dropped on a first-come, first-served basis along with purchases of the popular Black Opium fragrance. The campaign starts January 30, 2023, and runs through June 30, 2023. This is only available in the UK, US, France, and Australia.
The YSL Beauty Block NFT will allow the holder to use it as a gift voucher for their next purchase on the YSL beauty website, access to the private sale of a second drop of NFTs “The Night Masters,” and the chance to see exclusive behind-the-scenes content with Black Opium’s Master Perfumer. According to YSL’s Web3 website, “Web3 holds the promise of intensified experiences, where artistic reinvention and genuine emotions collide.”
YSL’s holding company, L’Oréal Group, has expressed interest in Web3 through its participation in a startup accelerator focused on blockchain and the metaverse in France. Luxury retail has experienced a growing trend of providing value as digital goods and ownership of a digital asset alongside the physical product.
By Elizabeth Morrison
Published:April 20, 2023