STARTING JANUARY 30TH, SHOP YOUR BLACK OPIUM FRAGRANCE IN SELECT MARKETS* AND BE AMONG THE LUCKY FEW TO CLAIM ONE OF THE 2014 EXCLUSIVE YSL BEAUTY NIGHT BLOCKS.
Yves Saint Laurent (YSL) Beauty is launching a two-part Web3 campaign to celebrate the launch of its new fragrance, Black Opium le Parfum. The campaign, created in collaboration with Wunderman Thompson France and tech partner Arianee, will gift non-fungible tokens (NFTs) to customers who purchase the fragrance through the brand’s online store in France, the U.S., the U.K., and Australia. The NFTs will grant access to exclusive content, a gift voucher, or a private sale of the second Web3 activation.
Yves Saint Laurent is a luxury fashion house founded in 1961 by Yves Saint Laurent and his partner, Pierre Bergé. It is one of the most recognizable and prestigious fashion brands in the world, known for its haute couture, ready-to-wear clothing, and accessories. Over the years, the brand has developed a reputation for being innovative and pushing boundaries in the fashion industry.
The brand’s latest campaign is no exception to this reputation for innovation. With its two-part Web3 campaign, YSL Beauty is demonstrating how NFTs can be tied to and supplement online shopping experiences. For those who are not familiar, NFTs are a type of digital asset that are unique, non-interchangeable, and cannot be replicated. They are often used to represent digital art, collectibles, and other digital assets.
Yves Saint Laurent (YSL) NFT Campaign
In the first part of the campaign, consumers who purchase the fragrance in several markets will have access to a YSL Beauty Night Block NFT (available in 2,000 units) or a rarer edition that is limited to 14 units and entitles owners to a bottle of the fragrance and a curated YSL Beauty kit. The NFTs in the first drop will grant access to separate experiences: access to the private sales of the second part of the Web3 activation, a yslbeauty.com gift voucher, or exclusive content created by master perfumer Nathalie Lorson.
In a purpose-driven element, all revenue generated by NFT sales will be donated to partner charities of the Abuse is Not Love program that fights against intimate partner violence. This campaign is a great example of how retailers and beauty brands can use emerging Web3 technologies like NFTs to enhance the online shopping experience.
This is not the first time YSL has ventured into the world of NFTs. Previously, YSL partnered with Web3 platform P00Ls for its Golden Block and Pride Blocks drops, which helped it build a community of 24,000 NFT holders. The YSL NFTs are minted on the Polygon blockchain via Arianee protocol.
Despite the market crash around NFTs, blockchain technology remains on the minds of marketers, 41% of whom are planning to use the technology to support their advertising strategies in 2023, per Deloitte’s recent Global Marketing Trends report. This campaign from YSL Beauty is a great example of how retailers and beauty brands can use emerging technologies like NFTs to enhance the online shopping experience and create a more engaging and interactive experience for customers.
YSL Beauty’s latest campaign is a great example of how retailers and beauty brands can use emerging technologies like NFTs to enhance the online shopping experience and create a more engaging and interactive experience for customers. This campaign demonstrates how NFTs can be tied to and supplement online shopping experiences and YSL will be donating all revenue generated by NFT sales to partner charities of the Abuse is Not Love program that fights against intimate partner violence.