As part of its launch of Black Opium le Parfum, Yves Saint Laurent Beauty will launch a two-part web3 campaign, ‘Black Opium: The Night is Ours’ via Wunderman Thompson France and tech partner, Arianee. The launch features an exclusive drop of NFTs called ‘YSL Beauty Night Blocks’, a tribute to the year the Black Opium perfume was created.
YSL Beauty is not new to the NFT game. The brand has already built a community of 24,000 NFT holders from its previous “Golden Blocks” and “Pride Blocks” drops, thanks in part to its partnership with P00Ls, a native web3 platform.
“YSL Beauty has always been an actor of change and a pioneer in the world of beauty,” it said in a release.
The initiative has also been used to raise funds to prevent and fight against intimate partner violence. During the second chapter of the Black Opium campaign, all revenue generated by the NFT sales will be donated to partner charities of the Abuse is Not Love program.
The First Drop: YSL Beauty Night Blocks
Designed to create an engaging experience for buyers, NFTs will be gifted on the yslbeauty.com online store in France, the United States, United Kingdom, and Australia upon the purchase of a Black Opium fragrance. Shoppers will receive a newsletter inviting them to download the YSL Beauty wallet app and directly claim one of the exclusive NFTs – either the original or an ultra-rare edition, it said.
The original “YSL Beauty Night Block” will be available in 2000 units, and its described as “Hypnotic and minimalistic, it captures the essence of Black Opium Eau de Parfum and celebrates its signature themes: the night and glitter.”
The second design is an ultra-rare edition only available in 14 units, featuring the newest addition to the fragrance franchise – Black Opium Le Parfum. The name is voted by the brand’s Instagram and Twitter communities to capture their vision of the Black Opium night.
“This latest release within the ‘YSL Beauty Blocks’ collection enables us to welcome a new audience into web3 and to test the potential of NFTs when integrated into an online shopping experience,” said Diane Hecquet, Chief Digital and Marketing Officer Yves Saint Laurent Beauty.
As part of two levels of bonuses, all NFTs purchased in the first drop will grant access to three options:
- Access to the private sale of the second chapter of the Black Opium “The Night is Ours” web3 activation
- A yslbeauty.com gift voucher
- Access to exclusive content by Nathalie Lorson, the master perfumer of Black Opium Le Parfum.
Then, holders of the rarest NFT will also be offered a 90mL Black Opium Le Parfum fragrance and a curated YSL Beauty kit to ‘Get the Black Opium look’.
The Second Drop: YSL Beauty Night Masters
Shortly after the first drop, all holders of “YSL Beauty Blocks” will be notified on their YSL Beauty wallet for the second drop of the campaign. This chapter, which takes the form of a paid drop, is in support of the Abuse Is not Love program and will offer early access to the brand’s web3 community during the private sale hosted on web3.yslbeauty.com.
According to the brand exclusive NFTs will be designed in collaboration with inspiring female artists, whose names will soon be revealed.
