L’Oréal Paris USA spotlights female digital artists and creators with NFT launch for new lipstick launch

For more than fifty years since the declaration of its emblematic slogan, “Because you are worth it”, L’Oréal Paris supported the individual beauty and intrinsic worth of every woman. From its inclusive product lines to a diverse roster of spokespersons and the causes it champions, women’s empowerment is embedded in the brand’s mission and its very DNA.

In this context, L’Oréal Paris United States commissioned five female artists – Amber VittoriaArina BB, Hueman, Lili Tae, and Puks – to create NFT art inspired by shades of red – six in total – in the new L’Oréal Paris Reds of Worth by Color Riche lipstick range. The program is run in partnership with leading global talent, entertainment and sports company UTA, as part of its digital assets practice.

“Through this program, we want to draw attention to the gender disparity in the NFT space and hope that we can shine a light on the women who are already working in the sector, while attracting more female artists and buyers” , score Maude BrunschwigSenior Vice President Marketing, L’Oreal Paris United States. “As a brand deeply committed to empowerment and inclusion, we are proud to continue our mission to support women and give these artists a global platform to showcase their work.”

The NFT Reds of Worth will be available for auction on the OpenSea market from December 13 – 15 2021, with artists retaining 100% of primary sales. Each NFT will start at a floor price of $1,500. Fifty percent of secondary market sales for up to one year will be donated to support Women of Worth, L’Oréal Paris’ branded philanthropic initiative that recognizes women who are making extraordinary differences in their communities. The artists will also be in conversation with OpenSea, UTA and L’Oréal during a Twitter Spaces on December 14, 2021 at 1:00 PM EST to raise awareness of the auction and share more about their works, the inspiration for the program, and what they have learned as female artists in the NFT space.

“I am so excited and honored to partner with L’Oréal Paris for its NFT program. My “Radical & Free” article is about women who possess our power and is inspired by scientific research that proves that humans emit light in very small amounts due to biochemical reactions,” notes Hueman. “The human body literally shines; we are much more than our sex. There are so many layers below the surface, and they are intricate, shimmering, and pulsating with our own inner light.”

“What I’ve learned after joining the NFT community is that my creations matter. Putting myself in a bigger world can be daunting, but I’ve also been encouraged and encouraged by so many other artists and supporters all over the world”, remarks Lili Pillowcase. “This project is an opportunity to inspire confidence through my works. I want to communicate how confidence contributes to self-worth and how the color red can be the spark to achieve this.”

Reds of Worth by Color Riche is a range of the most elegant shades of red suitable for all skin tones. Featuring a rich, creamy formula that won’t dry out or smudge, each lipstick is formulated with Beyond Color Technology and enriched with blue pigments – plus Argan Oil and Vitamin E for a ultra-creamy pigmentation. The elegance of the collection is so saturated that it will definitely make a statement on every woman. Available in six classic shades, from November 2021the collection is available at pharmacies and mass market retailers nationwide.

About L’Oréal Paris:
L’Oreal Paris division of L’Oreal United States, Inc. is a total beauty care brand dedicated to empowering women by providing luxurious and innovative products and services available to the mass market. The brand’s slogan, “Because I’m worth it”, was born in United States in 1973 to celebrate the beauty and intrinsic self-esteem of women. And for more than 100 years, L’Oréal Paris has provided women around the world with hair color products, and now products in three additional major beauty categories: hair care, skin care and cosmetics. With the invention of hair color by L’Oréal in 1909, the brand continues to be one of the leading hair product innovators in the areas of color, care and styling with brands such as Superior Preference, Excellence, Féria, Colorista, Elvive, the Ever collection and Laque Elnett Satin. L’Oreal Paris provides scientifically advanced skin care products that are tested to address individual skin concerns through its renowned brands Revitalift, Revitalift Derm Intensives created by L’Oréal Paris laboratories and validated by dermatologists, Age Perfect and Sublime Bronze. L’Oreal Paris’ signature cosmetics include the best-selling Voluminous Lash Paradise, as well as Infallible, True Match, Color Riche, Voluminous, and Age Perfect cosmetics. For more information about L’Oreal Paris and to receive personalized advice, expert tips and exclusive content, please visit www.lorealparisusa.com or follow on Instagram (@LorealParis), Twitter (@LOrealParisUSA), Facebook (@LOrealParisUSA) and Pinterest (@LOrealParisUSA) .

*Source: ArtTactic, based on Nifty Gateway NFT sales over the past 21 months.

Alison BrodMarketing + Communication
Olivia Porcello, [email protected]212.230.1800
Eva Narun, [email protected]212.230.1800

SOURCE L’Oreal Paris United States

Marilyn M. Davis