On March 11th, Johnson & Johnson sent a metaverse trademark application for Band-Aid to the United States Patent & Trademark Office. This newly released document suggests J&J may soon create “digital wound care” in the form of NFTs.
Indeed, the first section of J&J’s Band-Aid patent details a long list of “virtual first-aid products” that may soon be available as NFTs. A few of the items J&J highlighted include digital antiseptic wipes, adhesive patches, and hot & cold packs.
At this point, it’s unknown how J&J will use these virtual first-aid items in the metaverse. Legal experts at Bloomberg have suggested gamers may be able to use Band-Aid NFTs to “heal” their in-game avatars while playing games like The Sandbox. The last paragraph in J&J’s patent suggests it wants to use these NFTs for “entertainment services,” which may mean metaverse video games.
However, it’s also clear that J&J wants its new NFTs to be a part of a new rewards program. J&J’s Band-Aid trademark application suggests customers could use these NFTs for in-store discounts and free products.
J&J’s patent also says it wants to use the Band-Aid brand in a virtual retail location. In addition to selling NFTs related to first-aid products, this “metaverse pharmacy” may allow customers to buy Band-Aids online and get them delivered to their non-metaverse doorstep.
J&J Continues to Send Metaverse Patents to the USPTO
Band-Aid isn’t the first brand J&J sought to protect in Web3. At the end of February 2022, J&J submitted metaverse trademark applications for Neutrogena and Aveeno. According to J&J’s filings, the company is interested in creating NFTs of promotional videos or the lotions associated with these skincare brands. J&J may also use a new metaverse store to make it easier for shoppers to buy Neutrogena or Aveeno for IRL delivery.
A few weeks after sending the Neutrogena applications, J&J filed a Web3-related patent for its Johnson’s line of products. If approved, this trademark application would allow J&J to protect digital versions of its Johnson’s Baby powders, oils, and wipes. J&J also wants the right to use the Johnson’s trademark on NFT shampoos and conditioners.
Dozens of other skincare and beauty brands are joining J&J in filing similar patents with the USPTO. For example, Rarity Sniper revealed the beauty & skincare brand L’Oréal sent Web3 trademark applications for brands like Kiehl’s, Maybelline, and Redken. Axe and Fenty Beauty are also exploring a metaverse launch.
It even appears that major pharmacies are intrigued by the possibilities of the metaverse. For instance, CVS Pharmacy submitted patents that suggest it wants to experiment with NFT prescriptions. The major American pharmacy chain also shows interest in creating virtual versions of retail items like makeup.