In honor of its iconic classic Orgasm shade, beauty brand NARS has teamed up with nonfungible token market site SuperRare to auction off digital treasures. As of today, the Web3 project also features an extra augmented reality element consisting of Instagram effects. For a chance to win Orgasm merchandise, we’re asking our fans to submit tagged Instagram Stories
Dr. Alex Box, Serwah Attafuah, NINOCENCE, Clara Bacou, and Damara Ingles are the five female-identifying artists that NARS commissioned to create NFT artwork honoring individual expression and utilizing the brand’s characteristic colors and textures.The NFTs included a 45-minute personal session with NARS Global Makeup Artist Jenny Smith and the whole NARS Orgasm Collection (a $315 value).
All of the money made from last week’s sale of rare, one-of-a-kind artworks went straight to the artists who made them. SuperRare was established in 2018, and it has already rewarded artists over $180 million from its $300 million in sales. A good example of how to successfully deploy a Web2.5 hybrid approach is to team up with a Web3 native marketplace and digital artists, bundle the NFTs with physical products and brand experience, and introduce the campaign to a wider audience via more accessible and familiar AR technology.
Maybelline and She Uemura, both owned by L’Oréal, have collaborated on augmented reality capabilities with SnapSNAP -0.7% and Microsoft Teams, and L’Oréal has also collaborated with Ready Player Me, Zepeto, and Roblox to provide avatars with hair and cosmetics options. NARS is at home while working with artistic mediums. “artistry has been a key pillar of the NARS brand since its inception nearly three decades ago,” said Gabrielle Archambault, NARS’s executive director of global digital innovation and media. Web3 and digital collectibles have given birth to a new era of artistic production and individual expression.
“We’re excited to leverage our platform to amplify the work of these next-generation creators,” she continued. All of these chosen artists have backgrounds that merge contemporary and classical modes of expression. Dr. Alex Box began his career as a makeup artist, but now he serves as creative director for a wide range of projects thanks to his background in fine art. For the 2022 edition of Decentraland Metaverse Fashion Week, she collaborated with Estée Lauder to create a “radiance aura” digital wearable that would feature the company’s flagship Advanced Night Repair Serum product.
