Published on: 24/01/2023
‘Black Opium’ — Yves Saint Laurent announces two-part NFT campaign
French high-end fashion house Yves Saint Laurent Beauty has announced a two-part NFT advertising campaign called “Black Opium: The Night Is Ours.” The campaign will let customers buy a digital collectible for every physical product purchase.
The first edition of this campaign will be called “YSL Beauty Night Blocks,” and the second “The Night Masters.” All funds from the second YSL NFT drop will go toward the charity “Abuse Is Not Love.”
Beginning January 30, buyers of the 2014 Black Opium fragrance line from the official YSL Beauty online store in the United States, United Kingdom, Australia or France will receive an NFT. They only need to download and use the official YSL Beauty wallet app to get their hands on it.
There are two types of Yves digital collectibles — original and ultra-rare editions. The YSL Beauty community will choose the theme for the exclusive Night Block.
The future drop of “The Night Masters” will be available for private sale to those who hold YSL Beauty Night Block “Original” NFTs.
On the YSL Beauty website, they will find a voucher good for their next purchase. They will also receive behind-the-scenes content created by the Black Opium Master Perfumer.
A YSL Beauty Night Block “Rare” NFT owner will receive the same benefits as a YSL Beauty Night Block “Original” NFT owner.
A specially curated beauty kit and a brand new Black Opium Le Parfum 90ml will be available to help them “achieve the Black Opium look.”
The private sale will be held on March 1, followed by the public sale on March 3. The collection includes 2,000 original NFTs as well as 14 unique NFTs. The campaign will end on June 30, 2023, or when all of the 2014 NFTs are claimed.
After Drop 1, owners of “YSL Beauty Blocks” are notified on their wallets about the upcoming Drop 2. During the private auction housed on YSL’s website, the Web3 community will also have admission to this second drop, including some outstanding female artists.
YSL’s venture into metaverse
YSL recently applied to the United States Patent and Trademark Office (USPTO) to trademark its name and logo with NFTs and the metaverse, allowing it to distribute NFTs comprising perfume, toiletries, cosmetics, make-up, skin care products and other items.
The documents also reveal that YSL aims to sell virtual items such as artwork, text, audio and video directly through retail locations throughout the metaverse.
The trademark registration by YSL is only one of many efforts the company is taking to establish itself in the virtual world.
Last year, Yves Saint Laurent Beauté started its Web3 adventure with NFTs, announcing its first drop of 10,000 free NFTs and giving anyone who possessed them access to the brand’s Web3 ecosystem.
The company explained that its goal was to make the virtual world a place where people of different backgrounds and orientations can feel safe and express themselves without fear of reprisal.
Stephan Bezy, CEO of YSL Beauté, said that the company was excited about the potential of Web3. He explained that the luxury fashion house wanted to break new ground in innovation and technology, shaping a braver future.