Luxury fashion and beauty brand Yves Saint Laurent has filed NFT and metaverse trademark applications for its name and logo. The news was shared by the United States Patent and Trademark Office licensed trademark attorney Mike Kondoudis. 

According to Kondoudis’s tweet, the French brand plans to release non-fungible tokens that will authenticate beauty and skincare-related digital artworks, videos, audio, and text. 

The company will also issue metaverse-ready body and hair-care products for beauty lovers to use in virtual worlds. More than that, customers will have the option to download virtual goods and computer programs. 

Yves Saint Laurent Parfums also plans to open online retail stores featuring virtual cosmetics, perfumery, goods, and other beauty products. 

Mike Kondoudis

Notably, YSL has not introduced many web3-related initiatives before. In June, Yves Saint Laurent Beauté released a collection of 10,000 NFTs minted on the Polygon blockchain.

Yves Saint Laurent belongs to the luxury French conglomerate Kering, which also owns Gucci. The latter is an active web3 player that has developed several NFT collections and metaverse experiences. For instance, in August 2022, the brand launched a virtual campaign of its signature fragrance, “Flora Gorgeous Jasmine Eau de Parfum,” in Roblox. The promotional event featured an interactive avatar of singer and actress Miley Cyrus, so players could interact and take photos with the brand’s ambassador. Gucci also accepts cryptocurrencies in-store and online as a form of payment. 

With this step into the web3 space, it seems that Yves Saint Laurent plans to attract a younger audience. Or, like numerous other fashion and beauty brands, the company feels like the metaverse is becoming necessary for a complete marketing strategy. 

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