NYX is flying its Pride flag in the metaverse as brands continue to experiment with virtual experiences that can reach a wide audience. The cosmetics marketer is the first in its category to integrate with The Sandbox, but follows other companies in leveraging Web3 tools as a means to encourage self-expression.
In this case, the brand is linking its products to the array of stripes in the LGBTQ community, with the goal of highlighting how makeup has no gender. The campaign includes a drop of 8,430 nonfungible token (NFT) avatars that incorporate over 36 skin shades and aim to encompass every ethnicity, sexual orientation and gender identity.
