Are NFTs a powerful mechanism to tokenise community and loyalty? NARS proves it all
Click here to read how NARs painted success by blending beauty and blockchain together!
NARS, a brand famously known for their Orgasm blush, Radiant Creamy Concealer, and Light-Reflecting Loose Setting Powder, amid other equally well-known beauty products, is now moving towards the future. eTail collaborates with NARS to dive deep into their sold-out, thrilling, highly successful launch of NARS POWERICON NFTs.
Female empowerment and natural beauty, a movement that is taking the world by storm where females are encouraged and learning to embrace their au naturel selves. For retailers that focuses on enhancing their features with make-up like NARS, it might spell trouble for them. Does that mean that such retailers that contradict the movement are doomed? Instead of changing their focus to keep up with the latest beauty trend, or straying from their mission to bring joy to makeup, NARS Hong Kong decided to step in with a different take on things by combining technology and makeup, but how?
Simple, by tapping on the currently hyped digital asset, NFTs. At their highly successful launch of NARS POWERICON NFTs, their first intention was to empower people to encourage their individuality with their personalised NFTs. They’ve found a way to celebrate individuality, be it whether you’re all for a bare or beat face!
Their second intention? Lead more women into Web3, a space that currently has a scarcity of female presence due to the overwhelming male presence. It’s not an area that is common to everyday folks, and we know it’s not something that’s easy for us to grasp. To help with this, NARS is exploring educating the public about Web3 and NFTs
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How successful was their first launch of merging technology with makeup? They received an applause, with a sold-out launch event at 200 people. Their new member ration reached 50%, which is +15 points compared to the brand’s average! What’s more, they had more than 120 of earned coverage, ranging from beauty media, to economics, to technology coverage. This was a 200% increment compared to their Airmatte Lipstick launch in 2021!
GO EMPOWERMENT
Roxanne Ong, Senior Vice President of Strategy, Innovations & Education, Digital Transformation office at Shisheido (owner of NARS) will be speaking on the concept of metaverse and NFTs at eTail Asia 2023.
Fine out more here
In the meantime, get hold of this exclusive case study to find out how NARS executed their campaigns to enable exclusive perks and reinforce connection with their customers.