NARS’ Innovative ORGASM, ACTIVATED Campaign: Expanding Web3’s Reach Through Hybrid NFT/AR Approach
Makeup brand NARS has teamed up with the nonfungible token marketplace SuperRare for the ORGASM, ACTIVATED campaign. This campaign involves an auction of digital collectibles that celebrate NARS’ famous Orgasm shade. To make the Web3 project more accessible, an augmented reality aspect using Instagram filters has been introduced, encouraging fans to share tagged videos on Instagram Stories for a chance to win Orgasm products.
Five female artists, including Dr. Alex Box, Serwah Attafuah, NINOCENCE, Clara Bacou, and Damara Ingles, were commissioned by NARS to create NFT artwork that highlights self-expression and incorporates the brand’s distinctive colors and textures.
These NFTs were accompanied by physical Infinite Objects frames, the entire NARS Orgasm Collection (valued at $315), and a 45-minute one-on-one consultation with NARS Global Makeup Artist Jenny Smith.
During the auction of exclusive single-edition artworks last week, all proceeds and royalties were directed to the creators. SuperRare, established in 2018, has amassed over $300 million in total sales, with artists earning more than $180 million to date.