Dive briefs:
- Yves Saint Laurent (YSL) Beauty launches a two-part Web3 campaign on January 30th. Details have been shared with Marketing Dive. The effort, in collaboration with Wunderman Thompson France and technology partner Arianee, celebrates the launch of Black Opium le Parfum.
- In the first part of the campaign, NFTs will be awarded to those who purchase new fragrances from the brand’s online stores in France, USA, UK and Australia. Consumers who download the YSL Beauty Wallet App can claim one of two different NFTs for her. This will open up access to gift certificates, exclusive content, or a second private sale of her Web3 activation.
- YSL Beauty is a two-part Web3 campaign that shows how NFTs can connect and complement the online shopping experience. As a purpose-driven element, all proceeds generated from NFT sales will be donated to partner charities of the Abuse is Not Love program to combat intimate partner violence.
Dive Insight:
YSL Beauty’s upcoming campaigns show how retail and beauty brands can connect their online shopping experience with new Web3 technologies such as NFT. NFTs have remained part of marketers’ strategies despite the collapse of the larger market for blockchain-based technology, and may be poised for a comeback.
Diane Heke, Chief Digital and Marketing Officer of the brand said, “This latest release of the ‘YSL Beauty Blocks’ collection welcomes new audiences to web3 and the potential of NFTs when integrated into the online shopping experience. can be tested.
The Black Opium le Parfum launch effort includes several elements that may deepen engagement or cause friction for some consumers. For the first part of the campaign, consumers who purchased the fragrance in select markets will be able to purchase the YSL Beauty Night Block NFT (available in 2,000 units) or limited to 14 units, giving the owner the fragrance and a selection of YSL Beauty Kits. .
The NFT in the first drop grants access to another experience: access to a private sale for the second part of the Web3 activation, a yslbeauty.com gift certificate, or a gift certificate created by master perfumer Natalie Lawson. limited content. YSL Beauty Block NFT owners will be able to purchase a second round of NFTs co-designed with an upcoming female artist. The proceeds support the Abuse is Not Love program. motion.
Previously, YSL partnered with Web3 platform P00Ls to drop Golden Blocks and Pride Blocks, helping build a community of 24,000 NFT holders. YSL NFTs are created on the Polygon blockchain via the Arianee protocol.
According to Deloitte’s recent Global Marketing Trends report, despite the market crash over NFTs, blockchain technology is still on the minds of marketers, with 41% of them opting for this to support their advertising strategies in 2023. I am planning to use technology.
