Yves Saint Laurent Beauty Ties Web3 To Online Shopping Experience – Marketing Dive

Nostalgic Friends January 27, 2023 NFT Marketplaces No Comment

Dive Brief:

Yves Saint Laurent (YSL) Beauty on Jan. 30 will launch a two-part Web3 campaign, per details shared with Marketing Dive. The effort, in collaboration with Wunderman Thompson France and tech partner Arianee, celebrates the launch of Black Opium le Parfum.
In the first part of the campaign, NFTs will be gifted to those that purchase the new fragrance via the brand’s online store in France, the U.S., the U.K. and Australia. Consumers who download the YSL Beauty wallet app can claim one of two different NFTs, which will in turn open access to either a gift voucher, exclusive content or the private sale of a second Web3 activation.
With its two-part Web3 campaign, YSL Beauty is demonstrating how NFTs can be tied to and supplement online shopping experiences. 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.

Dive Insight:

YSL Beauty’s forthcoming campaign demonstrates how retail and beauty brands can tie online shopping experiences to emerging Web3 technologies like NFTs, which have remained part of marketer playbooks despite the collapse of the larger market for the blockchain-based tech and could be primed for a res