• by Steve McClellan  @mp_mcclellan, June 15, 2022

Yves Saint Laurent Beauty has announced the debut of its first NFT (non-fungible token) wallet which will drop its debut token during Publicis Groupe’s VivaTech conference in Paris today.

The L’Oréal Group brand is forging its path into NFTs and Web3 in collaboration with ad agency Wunderman Thompson (part of WPP) and Arianee Web3 Solutions, a tech company that specializes in developing NFTs for luxury brands.   

Today’s drop will allow Vivatech visitors and @YSLBeauty Instagram and Twitter account followers to claim their YSL Beauty NFT.

The 10,000 YSL Beauty Golden Blocks (ERC721 minted on Polygon with the Arianee Protocol) will unlock utilities throughout the year including a premiere launch, pre-approved status for early supporters to mint tokens on specific dates (or whitelisting in NFT parlance) and other benefits.

On June 21st a partnership with music artists, Agathe Mougin and Kittens, will be launched. YSL Beauty communities will be invited to connect with the artists to collect their respective tokens. The activation will be linked to a donation to two Abuse is Not Love program partners, It’s on Us in the US and En Avant Toutes in France.

More on the effort can be seen here.