| SHINY OBJECTS ALERT |
YSL Beauty is dipping its manicured toes into web3 technologies. Stephan Bezy, CEO of YSL Beauty, says, “To us, web3 holds the promise of intensified experiences, where artistic reinvention and genuine emotions collide.”
Intensified experiences and colliding emotions? Sounds like a failed commune from the 1960s.
To make web3 accessible to everyone, crypto native or newcomer, the brand’s new NFTs can be claimed within a YSL Beauty Wallet app powered by Arianee. Learn more at https://web3.yslbeauty.com/, a token-gated page that will become the hub of the YSL Beauté web3 journey.
(1/2) LIVE TODAY, THE VERY FIRST YSL BEAUTY NFT. Claim the YSL BEAUTY GOLDEN BLOCK NFT.
Want in on the fun? Here’s how: pic.twitter.com/xfjyiaE5bN
— YSL Beauty (@yslbeauty) June 15, 2022
Is this something that will help the legacy fashion house build its 21st brand? Will fashionistas want to be seen as collectors of luxury pixel dust? Will collecting NFTs soon become commonplace? Or is this another tech sideshow complete with sad clowns and loud barkers and sword swallowers?
Another POV: Web3 Is Going Just Great
Once crypto began to be marketed as something that everyone would need to engage with, and once projects began trying to bring in broader, more mainstream audiences — often people who didn’t seem to understand the technology or the financial risks — I got very concerned.
I saw just an enormous number of crypto and Web3 projects going terribly: people coming up with incredibly poorly thought-out project ideas and people and companies alike losing tons of money to scams, hacks, and user error.
She also says that crypto is a solution in search of an answer. I appreciate her POV and her grounded, common sense pushback. At the same time, I also understand the desire that brand managers have to push for the cutting-edge and to have their company recognized as a modern brand.
What I question is the relevance to the brand’s core mission and purpose. YSL Beauty wants to “make web3 accessible to everyone,” but why? Why are they convinced that everyone wants this? I may be misinformed, but it seems to me that a whole lot of people don’t even know what web3 is or why it matters.