National Orgasm Day is July 31st, and to celebrate, NARS cosmetics is releasing a non-fungible token inspired by the textures and colors of a shade the brand calls “Orgasm.”
The new collection, appropriately called “Orgasm, Activated,” consists of single edition NFTs on the Ethereum blockchain created by five female-identifying artists. On July 25th, the NFTs will be auctioned on the SuperRare marketplace. All proceeds and royalties from the sale go directly to the creators.
The five artists selected for the collection include Nina “Ninocence” Hawkins, Damara Ingles, Clara Bacou, Serwah Attafuah, and Damara Ingles. Besides the limited-edition digital artworks, winners of the auction will also receive a selection of limited NARS “Orgasm” makeup products, a consultation with a makeup artists, and an Infinite Objects video frame to display the NFT.
Each artist also created an augmented reality AR filter that will be available via NAR’s Instagram on July 31st. People are being encouraged to share their creations using #NARSFilterContest and @NARSissist. Those who do so will be entered into a raffle to win an “orgasm gift.”
According to the executive director of global digital innovation and media at NARS, Gabrielle Archambault, “Web3 and digital collectibles has ushered in a new era of artistic creation and self-expression.” He added that the brand was enthusiastic about amplifying the “work of these next-generation creators.”
This isn’t the first time we’ve seen NARS in Web. In August, it dropped NFTs on the Truesy platform, redeemable for a limited edition of lip balm. Those NFTs were also for National Orgasm Day. Then in February of this year, the brand partnered with Boss Beauties for an NFT collection called “Odentity” that also drew inspiration from the “Orgasm” cosmetic shade.
Makeup Brands Are Bullish on Web3
The idea of digital or virtual makeup might have seemed like a sci-fi fantasy a decade ago. But technology is advancing rapidly and its beginning to transform the cosmetics industry. At Rarity Sniper, we’ve covered several stories about makeup brands entering Web3 this year. Here are some of the most recent stories.
First, from June 12th to the 17th, the inaugural Metaverse Beauty Week debuted across three virtual worlds — Decentraland, Spatial, and Roblox. Some of the cosmetic brands that participated in the virtual event included LUSH, Glossybox, Neutrogena, and Flannels Beauty.
Next, two months ago, the Korean cosmetic brand Laneige opened a shop in the metaverse. Hosted by Obsess, the metaverse experiences features 360-degree video functionality, gamification, animation, and a seamless checkout experience. An educational lab will also let users learn about the ingredients that go into making Laneige products.
Finally, six months ago, L’Oréal announced the launch of a virtual beauty “incubator” in the form of a decentralized autonomous organization (DAO). News of the DAO also came with the launch of a 1,000-piece NFT collection called the “FKWME Pass.”
It’s hard to say if the “Orgasm, Activated” NFT collection from NARS will be a huge hit with the brand’s users. But one thing is clear: NARS is bullish on Web3 (and orgasms).