Yves Saint Laurent (YSL) Beauty will debut a two-part Web3 campaign on January 30. The introduction of Black Opium le Parfum is being commemorated through the teamwork of Wunderman Thompson France and technology partner Arianee.
Black Opium le Parfum
Black Opium le Parfum’s marketing campaign includes many elements that could either increase consumer involvement or frustrate them. Consumers who buy the fragrance in select markets during the first phase of the campaign will be eligible to receive a YSL Beauty Night Block NFT (limited to 2,000 units).
Tokens from the initial shipment can be redeemed for a variety of perks, including early access to the Web3 activation’s second phase of private sales, a discount code for yslbeauty.com, and Nathalie Lorson’s (master) perfume.
According to Deloitte’s recent Global Marketing Trends research, 41% of marketers plan to leverage blockchain technology to support their advertising campaigns in 2023, despite the market meltdown around NFTs.