L'Oréal Paris U.S. has commissioned five female artists – Amber Vittoria, Arina BB, Hueman, Lili Tae and Puks – to create NFT art inspired by the shades of red – six in total – within the new L'Oréal Paris Reds of Worth by Colour Riche range of lipsticks. The program is being executed in partnership with global talent, entertainment and sports company UTA, under its digital assets practice.
"Through this program, we want to bring attention to the gender disparity in the NFT space and hope that we can shine a light on the women already working within the sector, while attracting more women artists and buyers," says Maude Brunschwig, senior vice president, Marketing, L'Oréal Paris U.S. "As a brand that is deeply committed to empowerment and inclusion, we are proud to build on our mission of supporting women and giving these artists a global platform to showcase their work."
The Reds of Worth NFTs will be available via auction on the OpenSea marketplace through Dec. 15, with artists retaining 100% of primary sales. Each NFT will start at a floor price of $1,500. Fifty percent of up to one year of the secondary market sales will be donated to support Women of Worth, L'Oréal Paris' signature philanthropic initiative.
"I am so excited and honored to be partnering with L'Oréal Paris for its NFT program,” says Hueman. “My piece 'Radical & Free' is about women owning our power and is inspired by scientific research that proves humans emit light in extremely small quantities due to biochemical reactions. The human body literally glows; we are much more than our gender. There are so many layers beneath the surface, and they are complex, glimmering and pulsing with our own inner light."
Reds of Worth by Colour Riche is an array of red suitable for all skin tones. Available in six classic shades, the collection is available at drugstores and mass market retailers nationwide.