After launching its virtual influencer, Kai, in May, Olaplex is bringing the character to the metaverse via Decentraland.
Initially unveiled in AI video format on the model’s social channels, Kai now has a Decentraland avatar as a part of Olaplex’s new metaverse-centered marketing campaign. On Thursday, the model launched a contest for customers to design a brand new NFT hairpiece for Kai to put on within the digital world, with a grand prize of $2,500 for each the winner and a charity of their alternative. Olaplex is the newest in a variety of magnificence manufacturers launching Decentraland campaigns.
“We chose Decentraland as our metaverse partner because they aligned with our core Olaplex values. It’s an open-source platform, fully distributed, easily accessible, built on Web 3.0 blockchain technology and focused on energy efficiency at scale,” mentioned Olaplex CMO Charlotte Watson.
Identified for its digital land “real estate” on the market, the Decentraland digital world stays area of interest with an estimated 300,000 monthly active users. Gamer opinions of the platform have compared it to that of fashionable digital world video games comparable to Fortnite, Roblox and Second Life, saying its efficiency and picture high quality are comparatively decrease than these bigger sport manufacturers. Roblox, one other platform with an open-source format, has also been attracting beauty brands and hosting their campaigns.
JuE Wong, CEO of Olaplex, mentioned, “Our launch into the metaverse is to represent, connect and expand our community in places where consumers are already engaged. We believe everyone deserves to have stronger, healthier hair.”
Individuals can submit entries through Olaplex’s web site. Utilizing the template supplied on the positioning, they will submit a 2D or 3D drawing of their headpiece design. The designs of three finalists chosen by a panel of judges will likely be transformed into digital 3D renderings by a graphic designer and uploaded to Olaplex’s web site for voting on the ultimate winner. The profitable headpiece will then be created in NFT format in Decentraland for the avatar to put on.
Sooner or later, the model plans to carry Decentraland occasions and provides away NFT wearables, in addition to undertake different metaverse initiatives comparable to vogue exhibits and model collaborations. Kai’s rainbow hair, shirt, pants and sneakers in Decentraland exist already in NFT format.
Based on Watson, the model’s purpose with NFTs is “community engagement;” it’s prioritizing NFTs which might be “unique, limited, and non-transactional.” It doesn’t have any plans to promote NFTs, she mentioned.
Inside the previous yr, beauty brands together with Lottie London, Estée Lauder, and Valde Beauty have sponsored Decentraland campaigns and occasions. Estée Lauder, which participated in Decentraland’s Metaverse Style Week in March, simply participated within the platform’s Metaverse Artwork Week held from August 24-28.
Olaplex is fascinated with introducing its digital influencer to a number of metaverse platforms sooner or later, mentioned Watson. Total, the model’s “metaverse strategy will be a key lever in exploring new engagement methods for continuing to grow our community,” she mentioned. “As new technology emerges, we will continue to stay at the forefront of metaverse experiences and advancements, especially as the professional and consumer user base grows and adopts new technologies and virtual landscapes.”
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