L’Oreal’s cosmetics subsidiary, NYX, has partnered with The Sandbox metaverse and blockchain lab, People of Crypto. The deal will see NYX launch an avatar collection incorporating traits like different color shades, ethnicities, sexual orientation, and gender identification, as well as different makeup looks.
In total, 8,430 avatars will be minted and available for purchase in the Sandbox’s metaverse, which will feature a special “Belonging Week” event to celebrate Pride Month and educate users on diversity, equity, and inclusion. NYX says it will donate all revenue to an LGBTQ+ organization of its choice.
L’Oreal has been hard at work trying to bring more diversity to the metaverse. In December, the company launched an NFT campaign to celebrate women. The NFTs were designed by female artists while the marketing campaign centered around gender disparity in the NFT industry.
L’Oreal and NYX are looking to use avatars and NFTs to better mirror and represent people and reality. The company believes that cosmetics can be an important form of self-expression and a channel to showcase uniqueness and diversity.
(All information was provided by Ad Age and Ledger Insights)
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