NARS teams up with SuperRare for “Orgasm, Activated” NFT drop
Makeup titan NARS is set to break the mold once again with an innovative collection of non-fungible tokens (NFTs), dubbed “Orgasm, Activated.” Teaming up with the digital art platform SuperRare and a talented cohort of female-identifying artists, these unique pieces are inspired by a signature NARS shade called “Orgasm.”
Celebrating Orgasm Day
The audacious initiative aligns with the upcoming National Orgasm Day on July 31, a day to celebrate sexual climax and raise awareness of stigmas and issues related to it.
The auction will commence on SuperRare the same week as National Orgasm Day. Starting July 25, art connoisseurs will have access to a unique blend of beauty and blockchain. Commissioned artists Dr. Alex Box, Serwah Attafuah, Nina “Ninocence” Hawkins, Clara Bacou, and Damara Ingles are set to bring this O-inspired collection to life.
NFTs linked to makeup and cosmetics perks
The one-of-a-kind NFTs are an exceptional blend of beauty, technology, and art. Each individual piece will come complete with added benefits.
Included perks entail a video frame from Infinite Objects showcasing the NFT, a collection of NARS’ “Orgasm” cosmetic range, and a personalized makeup consultation with a professional artist from NARS.
Additionally, these artists have each crafted an augmented reality (AR) filter inspired by their artwork. According to NARS, these vibrant filters will be available via the company’s Instagram account on the day of the event.
Moreover, NARS is launching a #NARSFilterContest. Users can share content using the AR filters and tag @NARSissist for a chance to win a surprise “orgasm gift”, thus providing an interactive and engaging element to the campaign.
Gabrielle Archambault, executive director of global digital innovation and media at NARS, underscored the power of this unique campaign. She noted:
“The emergence of Web3 and digital collectibles has ushered in a new era of artistic creation and self-expression. We’re excited to leverage our platform to amplify the work of these next-generation creators.”
NARS’ second attempt at NFTs
This isn’t NARS’ inaugural NFT venture. Previously, NARS issued NFTs on a platform called Truesy, which were redeemable for limited-edition lip balms. This initiative, however, is no longer active. Similar to the current effort, these tokens were also tied to National Orgasm Day.
NARS has also previously partnered with NFT project Boss Beauties. In February, they released a collection named “Odentity,” inspired by the same “Orgasm” makeup shade.
The foray into the NFT space by NARS aligns with a wider trend among mainstream makeup and beauty brands. Companies are exploring alternative revenue streams and attempting to foster customer loyalty through digital collectibles. A great example is L’Oreal, who ventured into the world of decentralized online communities, or DAOs, and created an online beauty incubator.
Meanwhile, the Metaverse Beauty Week in June roped in other brands such as Lush, Neutrogena, and Clementine, suggesting a thriving trend in the fusion of beauty and digital landscapes.
