NARS celebrates 20 years in Hong Kong with NFT debut

In celebration of the 20th anniversary of NARS in Hong Kong, the brand is proud to announce its debut NFT drops in the city, converging art and technology as a new avenue for women to embrace individuality and self-expression. Through the NFT pilot, NARS aims to connect with the next generation of digital life and engage #NARSissist through the digital certification of NFT to make their first move with NARS into metaverse.

As a milestone commemorating 20 years of beauty transformation in Hong Kong, NARS is issuing 2,022 POWERICON NFTs inspired by the new NARS Powermatte lipstick collection as a gesture to encourage the pursuit and discovery of beauty and artistry among women. This latest initiative echoes with NARS US’ NFT series themed on the signature NARS Blush Orgasm last year, as the brand pilot ventures into the metaverse with all #NARSissist.

At the heart of NARS is François Nars’ mission to empower women to experiment and have fun with makeup by teaching them how to enhance their natural beauty and individual characteristics. An iconoclastic philosophy, NARS believes there are no rules when it comes to beauty; whatever makes you look and feel good is right. Women are free to approach makeup as a conduit for beauty, confidence and character – this is the same message delivered by POWERICON NFTs.

The concept of POWERICON NFTs

Inspired by the Powermatte Lipstick launch in September, the POWERICON NFT is conceived by local designer and illustrator Rex Koo, who took cue from the unique properties of six selected lipstick shades and the characters they represent. Each POWERICON NFT is designed with a unique face shape, hair style, lip color, outfit and accessories. POWERICON is formed by a collection of 2,022 pieces of Solana-based NFTs uniquely created as part of NARS Hong Kong 20 Years celebration, including 1,702 standard avatars and 320 special edition avatars.

Adhering to the credo of NARS which gives pride of place to colors as a vehicle of self-expression, the POWERICON NFT series allows owners to gain priority access to the new Powermatte Lipstick Collection, VIP admission to the NARS HK 20 X POWERMATTE celebration event as finale celebration of 20 years in the market. This pop-up has turned the city power on, receiving support from iconic celebrities such as Joyce Cheng, Chrissie Chau and Min-Chen Lin, as well as make-up enthusiasts in the town.

The campaign has also brought to the attention of art technology audience with the hosting of an extended art exhibition in Shout Gallery at Causeway Bay Hong Kong.

The Results

Through this NFT pilot, NARS has successfully connected with the next generation of digital life and engage #NARSissist through the digital certification of NFT to make their first move with NARS into metaverse. The campaign further reinforced the bold and risk-taking brand image of the NARS brand while uplifting the brand awareness level.

This article is sponsored by NARS Hong Kong.