Here’s an NFT art premise that’s sure to turn heads: Makeup brand NARS is about to release another one NFT collection inspired by the colors and textures of a shade the company calls “Orgasm,” coupled with the upcoming celebration of National Orgasm Day on July 31.
Five female identifying artists were commissioned to create custom digital pieces, which will be available for auction as single-edition Ethereum NFT artwork through the SuperRare platform. SuperRare will begin bidding on the “Orgasm, Activated” pieces starting July 25. All auction proceeds and royalties go to the creators.
Artists dr. Alex Box, Serwah Attafuah, Nina “Ninocence” Hawkins, Clara Bacou and Damara Ingles were chosen for the O-inspired showcase. Each auctioned piece also comes with a number of additional perks, including an Infinite Objects video frame featuring the NFT, a selection of NARS “Orgasm” cosmetics, and a consultation with an on-brand makeup artist.
Glow. Orgasm on. Celebrate the color that caused a sensation with a month of exclusive offers, irresistible gifts and more. Only at https://t.co/mZFsifOHez. pic.twitter.com/mkpISJRiyF
— NARSCosmetics (@NARSCosmetics) July 14, 2023
Each artist also created an augmented reality (AR) filter inspired by their composition. These vibrant filters will be available to mark the occasion on July 31 via NARS’ Instagram account.
People who use the filters and share content using the #NARSFilterContest hashtag and @NARSissist tag will be entered into a prize draw for a surprise “orgasm gift,” according to an announcement.
“The rise of Web3 and digital collectibles have ushered in a new era of artistic creation and self-expression,” said Gabrielle Archambault, Executive Director of Global Digital Innovation and Media at NARS. “We’re excited to use our platform to empower the work of these next-generation creators.”
This isn’t NARS’ first foray into NFTs, and the brand has repeatedly used the same inspiration for its Web3 moves.
In August 2021, the decades-old makeup brand dropped NFTs on a platform called Truesy, which were redeemable for a limited edition lip balm. It’s unclear how successful these were, like Truesy doesn’t seem to be active not anymore. Like these latest NFTs, those pieces were also linked to National Orgasm Day.
Last February, NARS also teamed up with NFT project Boss Beauties to release a collection called “Odentity”, also inspired by the “Orgasm” makeup color.
L’Oréal’s Makeup Brand NYX Launches DAO, Ethereum NFTs to Redefine Beauty
NARS is one of several mainstream makeup and beauty brands that have experimented in the NFT space as companies try to capitalize on different revenue streams and customer loyalty through digital collectibles.
NYX from L’Oreal makeup brand did just that with the creation of an online beauty incubator in the form of a DAO (or decentralized online community) earlier this year. June’s Metaverse Beauty Weekspread across platforms like Decentralized and Roblox, also entered brands like Lush, Neutrogena, Clementine and others.