Yves Saint Laurent Beauté Embarks on Web3 Journey with NFT Drops and Token-Gated Webpage

Yves Saint Laurent Beauté has partnered with Web3 players Arianee and P00Ls to launch its Web3 journey.
Image source: YSL Beauty

Quick take:

  • 10,000 YSL Beauty Golden Block NFTs are available for Vivatech visitors and YSLBeauty Instagram and Twitter accounts’ followers to claim.
  • There will also be a YSL Beauty-branded NFT wallet for its community.
  • YSL has partnered with decentralised exchange, P00LS, to launch the social tokens of music artists, Agathe Mougin and Kittens.

L’Oreal Group’s Yves Saint Laurent Beauté today made its first step into Web3 with the unveiling of its token-gated webpage that will become the hub of the beauty brand’s Web3 journey, in collaboration with creative agency Wunderman Thompson.

Yves Saint Laurent Beauté will be launching NFT collections, with the first one, a collection of 10,000 YSL Beauty Golden Blocks, dropping today. 

Visitors of Vivatech, an annual technology conference dedicated to innovation and startups held in Paris, as well as @YSLBeauty Instagram and Twitter accounts’ followers can claim their YSL Beauty Golden Block NFTs. The NFTs can be claimed within a YSL Beauty Wallet app powered by Arianee.

“We are delighted to enable YSL Beauté to enter into web3 with our end-to-end solution. From minting NFTs and distributing them to the brand community, to leveraging them with token-gated content, utility and a new generation of digital relationships, the brand uses our platform to its full extent,” said Pierre-Nicolas Hurstel, CEO of Arianee.

“To us, web3 holds the promise of intensified experiences, where artistic reinvention and genuine emotions collide. On this path into the unknown, we believe there is room to play with the codes of beauty, to push the boundaries of creativity and technology and to help shape a bolder present. All on the edge of reality,” said Stephan Bezy, CEO of YSL Beauty.

Acting as a recognition token of the community engagement, the 10,000 YSL Beauty Golden Blocks, minted on Polygon with the Arianee Protocol, will unlock utilities throughout the year including a premiere launch, whitelisting for NFT drops and much more.

On Jun 21, YSL Beauty is launching its first activation in partnership with decentralized platform P00Ls and French musician Agathe Mougin as well as American DJ and producer, Kittens. Together with P00LS, YSL Beauty will be launching the social tokens of the two music artists for YSL Beauty’s community to collect.

The activation will be linked to a donation to the Abuse is Not Love program partner NGOs – It’s on Us in the US and En Avant Toutes in France. The program fights against intimate partner violence.

YSL Beauty will also be launching a virtual makeup NFT booth in the coming months, allowing users to “play with the codes of beauty to collect a unique NFT.” To collect YSL Beauty NFTs, users can simply download the YSL Beauty Wallet from App Store or Google Play and connect it to the YSL Beauty token-gated webpage.

With its first foray into Web3, YSL Beauty joins a growing number cosmetics brands including MAC, Estée Lauder, NYX, Clinique, Givenchy in the space. 

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