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Beauty launch parties have entered the metaverse. 

Feb 04 2022

Beauty launch parties have entered the metaverse. As beauty brands experiment with gaming and virtual worlds, some are building out virtual storefronts on platforms in Decentraland to promote new launches and more. Last month, Valdé Beauty held a product launch party at the Ainsley Gallery in Decentraland to celebrate its new lipstick “armor” with three, limited-edition luxury lipstick cases displayed on the walls of the NFT gallery. Influencers and attendees could click on an image to purchase one of the rose quartz, amethyst, or white quartz lipstick cases through the NFT platform Bitski, and the limited-edition cases unlocked Valdé Beauty’s full lipstick shade collection, along with a NFT art piece. While “A NFT can be such a skeptical investment because it’s not a physical piece of art,” explains Valdé Beauty’s founder, the NFTs tied to beauty products are meant to engage with people in the beauty community who are NFT devotees and are already socializing in the virtual world. The Valdé Beauty NFT collection includes a lifetime membership to the brand’s Valdé NFT Collective, where members are treated to VIP experiences and perks like access to the brand’s Discord and chat channels and exclusive talks with the brand’s founder, celebrity makeup artists, and musical artists. Nars, Clinique, and Ciaté London have also used NFTs to promote their physical products to beauty devotees who are actively participating in virtual worlds, too. (Glossy)