yves st laurent (YSL) Beauty announced his latest NFT campaign today, “Black Opium: The night is ours.” The campaign launch includes a two-part NFT series. Chapter One contains NFTs from 2014 and will be provided alongside Black Opium fragrance purchases, starting January 30 in the UK, US, France and Australia.

While the starter NFTs are a reward that includes a gift voucher, it also provides access to purchase a second tranche of NFTs, Night Masters. Proceeds will go to the Abuse Is Not Love charity program.

The company officially announced its entry into web3 in June 2022 when it launched the golden block NFT series. It involved creating a tokenized page in collaboration with arianee web3 solutions and musicians Agathe Mougin and Kittens. Proceeds went to the same charity.

YSL Beauty’s latest web3 initiative closely follows the holding company L’Oreal Group interest in the sector. In October 2022, HEC Paris business school announced a startup accelerator program with Meta and L’Oréal Group, which aims to support creativity and inclusion in the metaverse and blockchain ecosystem. In June 2022, L’Oréal’s cosmetics subsidiary NYX was associated with He Sandbox metaverse and People of Crypto (POC), a blockchain lab looking to increase diversity in Web 3.

Makeup brands often use web3 as a community platform to celebrate diversity: for example, Estée Lauder’s makeup brand clinic introduced an NFT initiative to increase female participation in digital artist communities. Another trend is to take advantage of NFTs as a reward, as in this case.

However, there is also a growing trend in luxury retail to add value to their digital products. Specifically, increasing importance is placed on the provision of digital goods alongside ownership of a physical product, one example being YSL’s latest Black Opium fragrance.

According to a report from mckinseyWhile NFTs provide value through their uniqueness, fashion makers are also finding audiences for their garments to be NFT authenticated. In fact, the company web3 arianeewhich previously partnered with Loreal, is also partnering with other luxury fashion brands to create “digital product passports” to support product authenticity and traceability.