Yves Saint Laurent wants to launch a marketing campaign using NFTs
Yves Saint Laurent wants to launch a marketing campaign using NFTs
NFT

Yves Saint Laurent wants to launch a marketing campaign using NFTs

By Stefania Stimolo - 18 Jan 2023

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Yves Saint Laurent Parfums SA wants to create value to its brand for the metaverse with a marketing campaign using NFTs, so the company is filing trademark applications related to the use of Non-Fungible Tokens for virtual goods. 

NFT Marketing: Yves Saint Laurent files trademark applications for the metaverse

The famous French luxury goods company, Yves Saint Laurent Parfums SA has filed new trademark applications related to the use of NFTs for virtual goods, thus confirming its debut in the metaverse

This is a real NFT marketing move, aimed at creating value for its brand by seizing the opportunities that blockchain technology is offering. 

And in fact, applications were filed on 12 January and indicate that Yves Saint Laurent wants to offer NFT-authenticated media files and downloadable, registered virtual products for use in the metaverse

Specifically, here are the first points of the trademark application:

“Downloadable and recorded virtual goods, namely, computer programs featuring perfumery, toiletries, cosmetics, make-up, skincare preparations, body care preparations and face care preparations, hair care color preparations for use in the Metaverse and other online virtual environment.

Downloadable multimedia files containing artwork, text, audio and video relating to perfumery, toiletries, cosmetics, make-up, skincare preparations, body care preparations and face care preparations, hair care preparations and hair color preparations authenticated by non-fungible token.”

NFTs and the marketing objectives of Yves Saint Laurent  

Other points in the trademark application include direct sales through metaverse-based retail stores that feature Yves Saint Laurent products. 

In practice, the famous French luxury company is becoming increasingly unbalanced in embracing NFTs and the Metaverse, intending to invest directly in these projects. 

The decision to apply for trademarks probably stems from the successes of past NFT projects. 

Last year, Yves Saint Laurent Beauté had already begun its Web3 journey with Non-Fungible tokens, with the launch of its first drop of 10,000 free NFTs six months later, which gave those who owned them access to the brand’s Web3 ecosystem

These users were Vivatech visitors and followers of @YSLBeauty’s Instagram and Twitter accounts, while the 10,000 NFTs dubbed Golden Block, were minted on Polygon’s blockchain, and were available on the YSL Beauty Wallet app. 

From beauty to the retail sector: the new Non-Fungible Token projects 

Recently, a famous brand in the large-scale retail sector also launched its new project with Non-Fungible Tokens, namely Bennet NFT Club

This is a loyalty project made entirely in Italy by Smiling, an Innovation Company from Milan, which specializes in blockchain for marketing. 

Basically, Bennet NFT Club is a loyalty platform dedicated to tech enthusiasts of any age, with a special focus on millennials and customers of the future. All users need to do is sign up on the platform and connect their wallet (MetaMask or others) to start accessing NFT collections. 

The user is offered three Non-Fungible Token collections with a total of 2,700 different digital items offered. Each Bennet collection has its own cost range and related benefit package. 

All of the collections offer the chance to enter a contest that as a grand prize offers six listed NFTs, minted on the blockchain by leading brands such as Gucci, Nike, Adidas, and The Sandbox. 

Stefania Stimolo

Graduated in Marketing and Communication, Stefania is an explorer of innovative opportunities. She started out as a Sales Assistant for e-commerce, and in 2016 she began to develop a passion for the digital world, initially in the Network Marketing sector, where she discovered and became passionate about the ideals behind Bitcoin and Blockchain technology, which lead her to work as a copywriter and translator for ICO projects and blogs, and organize introductory courses.

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