NYX Professional Makeup, a subsidiary of L’Oreal Cosmetics, collaborates with The Sandbox Metaverse and People of Crypto for an NFT drop celebrating Pride Month.
L’Oreal Cosmetics’ subsidiary, NYX Professional Makeup, has entered into a partnership with The Sandbox Metaverse and People of Crypto (POC). POC is a blockchain lab looking to boost diversity in Web3.
The three-way collaboration will launch a collection of avatars incorporated with various traits such as ethnicities, gender identification, different color shades, and sexual orientation. Of course, because the partnership involves a makeup brand, the avatars will also serve different makeup looks.
Celebrating Pride Month
A total of 8,430 avatars will be minted, all of which may be purchased from The Sandbox Metaverse. This initiative celebrates Pride Month, which began on June 1 and will last through June 30. However, the entire collection aims to represent various minorities, not just members of the LGBTQ+ community.
The collection will also feature a special event dubbed “Belonging Week,” which will educate users on inclusion, diversity, and equity. This event will coincide with the June 24 launch of “Valley of Belonging,” the first-ever diversity, equity, and inclusivity hub in the Metaverse.
The Sandbox will open the Belonging Week ahead of its Alpha Season 3 to celebrate people’s differences, thereby boldly reaffirming the significance of an impartial Web3. On the other hand, POC wants to build a “cultureverse” while at the same time investing in and strengthening creators and communities with diverse stories, teams, and projects representing people of color, LGBTQ+ creators, brands, developers, and black and brown women.
“Given the current climate of rising discrimination against LGBTQIA+ and other minorities, there has never been a more important time to build a safe space that welcomes all,” said South Asian POC Lab co-founder Akbar Hamid, who happens to be gay. “As someone who has had to hide my real identity, I want to help build Web3 to allow marginalized communities to feel represented and not left behind. We are proud to have NYX Cosmetics as a partner that shares our mission.”
NYX will be donating all proceeds from the sale of the avatars to a chosen LGBTQ+ organization.
Diversity in Metaverses and the NFT Space
Specific projects like this three-way partnership of NYX, POC, and The Sandbox are always appreciated since people generally consider Metaverses and the NFT space less diverse than they could be. These projects offer a space to embrace various representations and identities.
NYX’s parent company, L’Oreal, is fully invested in such projects, having launched a similarly-intended NFT campaign focused on the celebration of women. L’Oreal had women NFT artists working on the project, and the marketing campaign concentrated on gender disparity in the NFT industry.
Hence, it’s not surprising that NYX will tread the same line. Aside from supporting an important cause with this initiative, NYX’s avatar project demonstrates how far avatars can go to represent reality. Creating avatars with different skin tones and makeup looks expands the congruity of the digital and physical worlds and how similar users can be with their ideal avatar.
It’s no secret that cosmetics could be a necessary form of self-expression. What’s more, they can be used to highlight diversity and uniqueness. That is what NYX is leveraging in its decision to join the Metaverse. Not only is the initiative consistent with their branding, but it also supports a social cause and opens an avenue to showcase a use for digital makeup.
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