With 17 virtual goods trademarkWith consistent rollout of brands planned for launch in Metaverse, L’Oréal, many brands already in space such as NYX, YSL Beauty and Mugler, leveraged physical, digital and virtual channels. We are moving to the next stage of experiential beauty.
L’Oréal understands that innovation is not a picnic. As other companies, including Kering and LVMH, continue to move, the company had to act swiftly to step into web3.Finally with the first launch of the seven charitable NFTs December With sales of only a small amount (0.5 ETH), the company is now carefully planning its position across the Metaverse to recreate the success of the brand’s web2 from a community and engagement perspective. This week, NYX (1 million Instagram followers) will be the first Metaverse Pride Parade on the web3 social platform The Sandbox to partner with creative hub People of Crypto to bring diversity to the web3 space. Will join.
At the technology conference VivaTech in Paris, Glossy told L’Oréal’s chief digital and marketing officer, Amita Dubey, the success of the company’s brand on web2, integration into web3’s brand goals, and coveted consumption of utopia. I talked about the opportunities that people offer.
What is the difference between web2 and web3 for companies like L’Oréal?
“Looking at web2, we’re starting to think about video, livestreaming, cloud, SAS, audio, AI, and machine learning. Web2 is very unfolding for us and we’re firmly rooted in the acceleration of web2. I’m currently investigating web3.
For us, web3 is a game and it has a large audience. For other parts of web3 like AR, we are pioneers and [including by using] Modiface Virtual fitting and virtual reality. Next are blockchain, spatial computing, people’s virtual identities, and even virtual spaces, products, and collectibles. We have a strong foundation in web3, which all fits into our “on-chain beauty” concept. “
What do consumers want now?
“Consumers are very enthusiastic about trying out new experiences. 2021 is a turning point in their cravings for utopia, and consumers are hungry for more. [of that] now. About 5 billion people are online today. By 2030, 7.5 billion people will be online. We believe that the future of cosmetology will be physical, digital and virtual as consumers crave more experiences and more consumers have access to those experiences.
Looking at the games, out of the 5 billion people online, nearly 3 billion are playing some kind of game. We do a lot of work with gamers and gaming influencers called “glamor”. It’s a pretty audience. Looking at augmented reality, like working with Modiface, the field of AR is already quite large. The subject is growing every day in virtual reality, immersiveness, new devices, and new technology platforms on the blockchain. All these experiences come together. What we want to do is leverage 100 years of expertise to enhance Web3 with technology and continue to grow Web3 with creativity. “
How are you working on entering web3?
“When we talk about’on-chain beauty’, we mean a project with brand DNA at its roots. There are so many different metaverses, so the first thing to do is to map the brands within the metaverse. So the question is which brand fits where.
The second thing we are doing is [prioritizing] community. We are paying attention here because beauty is sociable and web3 and the Metaverse are all about creative economy and community empowerment. The third thing we are doing is the move to 3D beauty. We know that thanks to technology, everyone is talking about immersive experiences. Beauty is becoming more 3D. With more 3D content, people can experience more with a 5G connection.
After these first three steps, we start to consider the fourth. [includes] Virtual space, virtual influence, virtual avatar, virtual product, virtual collectibles. This will increase consumer engagement and create new visual code. “
Which L’Oreal brand is currently being primed for web3 space?
“NYX, YSL and Mugler all have a good foundation. NYX Professional Makeup is a brand that covers not only the artistry and entertainment of makeup, but also the community and social. Beauty is changing and digital. NYX was one of the pioneering brands in the midst of socialization and socialization. The brand is exploring web3 by becoming the first decentralized record label for creators. Web2 is closed. If centralized, web3 will be open and decentralized. “
NYX will begin partnerships with new types of 3D creators such as animators and software engineers as the first Decentralized Autonomous Organization. It will begin to work with blockchain experts and will work further with marginalized communities.By partnering with cryptocurrencies and sandbox people this week, the brand [help introduce] 8,000 avatars that make the Metaverse more comprehensive — NYX serves as an inspiration for virtual makeup.
YSL Beauty’s brand DNA is a pioneering and bold beauty. That’s why brands want to play with these new forms of beauty. To that end, we will open about 10,000 YSL Beauty Golden Block NFTs that act like social tokens. Social tokens are customer permissions to operate and unlock experiences and other utilities. If customers have this token, they can go to a music concert or go to the website to watch an exclusive video. From there, the people who are trying to participate and the communities they are building with will gain a lot of experience.
[One of the first experiences YSL Beauty is offering kicked off on Tuesday. YSL Beauty will launch its partnership with decentralized platform P00Ls and two music artists, Agathe Mougin and Kittens. The YSL Beauty communities will be invited to connect with the musicians to collect their tokens. The NFT access will be linked to a donation to the label’s Abuse is Not Love program partner NGOs: It’s on Us in the U.S. and En Avant Toutes in France.]
Mugler, on the other hand, is a fashion and beauty brand.The brand’s position was that “the real world isn’t enough,” even before the Metaverse. [existed].. As a result, we believe this brand is very Metaverse native. The brand creates a 3D angel crypto art collection called “Weareall Angel” based on the iconic fragrance angel created in 1992, the same as the term “Metaverse” was coined. From there, Mugler begins to build loyalty on the chain and becomes the first brand to connect beauty, fashion and the Metaverse. “