The industry is no longer shy of the metaverse, with several cosmetics companies having already entered the virtual space, including NYX Professional Makeup and NARS. Web3 initiatives are slowly but surely becoming a key player in brand engagement and interaction success, with the metaverse expected to be worth $1,527 billion by 2029. From Maybelline New York's new avatar ambassador to Mugler's Angel-inspired NFT collection, here are the latest metaverse movements in beauty selected by BeautyMatter:
Shiseido: In celebration of its 150th anniversary, Shiseido has partnered with British Web3 agency, Cult, to create #AliveWithBeauty―a campaign that features a limited edition collection of 150 NFTs. These NFTS were made using an AI-powered cocreation tool that fed a collection of beauty-related terms through a language processing system, which then produced several artworks that resembled the words. Hoping to promote accessibility and inclusivity in Web3 spaces, Shiseido is giving away free tokens that can be used to purchase the NFTs in a prize drawing. The J-beauty brand is also pairing up with the NFT platform Exclusible, to create virtual wallets for consumers so those without prior experience with the medium can participate. Consumers also have the opportunity to access Shiseido's exclusive NFT community, where they can unlock rewards and up to $1,197 worth of product samples during the year, as well as tickets to events hosted by the brand.
Mugler: The French fashion house teamed up with Marc Tudisco, a digital 3D artist, to release We Are All Angel, a collection of 300 digital art pieces created to celebrate the 30th anniversary of the brand's Angel fragrance. The NFTs resemble Angel's metal bottle design and come in the form of digitally painted avatars. The collectibles were released on February 7, 2023, alongside a "play to discover" option on the Mugler website that encouraged potential buyers to engage with the characters, after which they were assigned a specific NFT based on their playing habits. The NFTs sold out in a matter of seconds after release and are now estimated to have a value of $1.3K each after the entire collection initially generated $3.5K for Mugler at the original sale.
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