L’Oréal-owned beauty brand Shu Uemura is teaming with Nike-owned Rtfkt to launch phygital beauty products. The two subsidiary companies are collaborating on a range of technology-focused products including physical stickers, NFC chips, and augmented reality filters / avatars. The stickers—called “Shu Stickers”—are designed to be worn around the eye and resemble Japanese calligraphy (nodding to the Japanese based Shu Uemura brand), and each have a micro NFC (near-field communication) chip which scans to unlock three AR Snapchat lenses; this face sticker drop is “a nod to the digital-physical blending happening on social media.” Additionally, Rtfkt—the Web3 sneaker brand owned by Nike—will bring additional AR filters (designed by the brand’s creators) as well as digital makeup for Rtfkt’s avatar PFPs, called CloneX, to the partnership. Earlier this year, YPulse predicted that phygital launches would redefine brands’ Web3 experiences, and it turns out this prediction came to fruition. (Vogue Business)
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