Yves Saint Laurent Beauty has revealed the second chapter of its web3 campaign ‘Black Opium: The Night is Ours’ by Wunderman Thompson France with the launch of ‘YSL Beauty Night Masters’ digital collectibles. Designed by three inspiring female artists, this ultra-exclusive collection unveils three original designs, each minted in 100 copies. All proceeds from the sale will be donated to NGO partners of the brand’s Abuse Is Not Love program.
After its first web3 initiative in 2022 with DJs Agathe Mougin and Kittens, YSL Beauty (which has always advocated for female empowerment) has invited three visual artists with a unique, experimental spirit to give their own interpretation of the Black Opium night. Respected web3 creators Ivona Tau (a generative AI artist), Laura Sills (a bold cityscape and street photographer) and Natalie Amrossi (an aerial photographer who captures gravity-defying shots) have been assigned with infusing their creative spin into the world of fragrance.
Each of the artists was selected by Yves Saint Laurent Beauty because their artistic style had a strong cohesion with the theme of the drop - the night - and their use of colour and contrast works well in the territory of the Black Opium franchise. Additionally, over the last few years, they have earned credibility within the web3 world, notably by launching their own respective NFT collections.
Virgile Brodziak, Managing Director of Wunderman Thompson France said: “To really embrace change, we wanted to make the web3 strategy fashionable and trendy, so we selected a few emerging artists to connect with people all over the world. We’re delighted to once again be collaborating with such an iconic brand on their web3 journey, and hope that with this new collection, we will be able to bring even more YSL fans into the fold.”
‘YSL BEAUTY NIGHT MASTERS’: CREATING A UNIQUE LINK BETWEEN YSL BEAUTY AND ITS COMMUNITY THROUGH A 3.0 LOYALTY PROGRAM
Always keen to be a pioneer and to embrace change, YSL Beauty is driving forward with a next-gen loyalty program powered by web3. The program aims to engage the brand’s community of over 24,000 NFT holders which has been built following previous NFT drops, ‘Golden Blocks’ and ‘Pride Blocks’. Over the long term, members will have access to exclusive benefits and previews as well as new content and experiences throughout the year.
As part of this second opus of the Black Opium saga, holders of ‘YSL Beauty Night Masters’ digital collectibles will be offered a premium metal print of the design and a Black Opium set containing two 30ml bottles of both Black Opium eau de Parfum and the new Black Opium Le Parfum, as well as other surprises throughout the year.
On March 6th, ‘YSL Beauty Blocks’* holders and selected token holders on the P00LS** platform had exclusive access to the private sale of the new ‘YSL Beauty Night Masters’ collection, followed by a public sale on March 8th. The sale took place on the web3.yslbeauty.com/NFTstore, a platform developed with the Arianee technical solution. The collectibles are priced at 0.2 ETH each, and are available via blind mint.
The drop follows the launch campaign, also from Wunderman Thompson France and tech partner, Arianee, which premiered in January with an exclusive drop of NFTs called ‘YSL Beauty Night Blocks’ as a tribute to the year the Black Opium perfume was created. Designed to create an engaging experience for buyers, NFTs were gifted on the yslbeauty.com online store in France, the US, UK and Australia upon the purchase of the Black Opium fragrance. The original ‘YSL Beauty Night Block’ captured the essence of the Black Opium Eau de Parfum and celebrated its signature themes: the night and glitter, and was available in 2,000 units. The second design was an ultra-rare edition available in 14 units, featuring the newest addition to the fragrance franchise – Black Opium Le Parfum.
ALL PROFITS DONATED TO THE 'ABUSE IS NOT LOVE' PROGRAM
As the brand's first paid drop, all profits from the sale will be donated to three non-profit organisations which are partners of Abuse Is Not Love, YSL Beauty’s global program to prevent and fight against intimate partner violence. The three NGOs that the artists have selected are "It's On Us" in the USA, "Profem" in the Czech Republic and "ADAPT" in South Africa.
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