After a few quiet weeks in the metaverse, brands are back to revitalizing their digital roadmaps.
Balmain returns to the virtual world with his headline-making Unicorn sneakers. The Paris label continues to prove itself as a pioneer in Web3 engagement. Brands that want to compete will certainly cut back on their work.
It was also a big week for beauty, with cosmetics giant NYX and nail salon conglomerate OPI both launching new virtual projects for their audiences. NYX recognizes the growing power of China’s virtual humans in its latest campaign, but OPI has rolled out a platform for emerging creatives to showcase their unique aesthetic.
This year will see the beauty industry grab the metaverse by the corner and use it to its full potential.
Balmain enters the next phase of its Web3 roadmap with digital wearables. Photo: Spaces Runners
Balmain Teams Up With Space Runners To Bring Futurism-Inspired Sneakers To Web3
what happened: Balmain launches a cross-border version of its futuristic Unicorn sneaker silhouette in the Metaverse.The chunky shoe received accolades last year for its unique design — an aesthetic that looks like it was pulled straight out of a sci-fi movie. blade runner — and a very futuristic silhouette. Now, the flagship products of luxury maisons are being reborn as Phygital.
In collaboration with Web3 fashion brand Space Runners, Balmain launches the NFT series in a new colorway based on the Unicorn sneaker. Pricing has yet to be confirmed, but the waiting list for the drop has been made public, and the reaction to the project across social has already been huge.
verdict: Balmain’s commitment to experimenting with boundaries underpins the brand’s offline and digital ambitions. It makes sense for the label to partner with Space Runners, who have ventured into the world of phygital for the first time through this collaboration. The startup specializes in giving fashion labels the chance to experiment with AR, gamified experiences, and now cross-border collections, and has been spotlighted in the virtual space.
With a bold approach to blurring the lines between online and offline, Balmain has played a key role in the Metaverse. Last year, the label announced the launch of its own Web3 community his hub, need for speed Games and teamed up with Barbie for a fun NFT launch. No venture is too big for a brand, and Balmain is now poised to enter the digital wearables market for the first time.
The RTFKT x Ledger collaboration spotlights Web3 synergies through a new educational project.Photo: Ledger
RTFKT and Ledger Join Forces in Long-Term Joint Capsule Collection and Education Program
what happened: At NFT Paris, we announced that RTFKT and Ledger on the Web3 platform will work together. Launching the first of a series of educational programs and joint drops. The first project is the physical release of a special all-white custom edition of the Ledger Nano S Plus and I’m Nano X hardware wallet. RTFKT will also host a series of quests as part of its launch, showcasing both the physical and digital aspects of the Evergreen partnership, highlighting the role hardware plays in security.
verdict: The partnership between two industry-leading companies demonstrates how Web3 synergies can enhance virtual education offerings and enrich consumer experiences.
The collaboration also shows brands pushing to offer consumers more solution-based, value-driven assets as opposed to just another collection of virtual goods. Concerns have plagued the field since its conception. Now brands are starting to explore different ways to protect their products. This partnership does so by educating and empowering its audience.
ALiCe is the latest virtual influencer to take over brand campaigns in China.Photo: Weibo
NYX Appoints Virtual Influencer ALiCE as Sustainability Ambassador for Cosmetics Giant’s China Unit
what happened: Virtual Human ALiCE has been selected as a Sustainability Ambassador for beauty giant NYX. The brand’s launch campaign featured a “synth fluencyr” holding lipsticks from his Spring 2023 collection for NYX. NYX has also developed a dedicated hashtag “Alice becomes a NYX brand best friend” on Weibo for viewers to share and follow.
verdict: NYX is ahead of its competitors in the beauty industry with its commitment to the global metaverse. To maintain cultural relevance with Chinese audiences, brands are now leaning toward the latest trend in mainland China: virtual influencers.
The partnership also highlights how brands and companies can make digital humans more ubiquitous by making them the face of global initiatives. Questions still circulate whether the move is just a greenwashing tactic, but the digital influencer said on his Weibo that he boasts more than 729,000 followers, suggesting that the marketing is likely to bring big profits to the cosmetics giant. It’s his push and can put it in the heart of China. virtual beauty market.
