L’Oréal’s cosmetics subsidiary NYX is partnering with The Sandbox metaverse and People of Crypto (POC), a blockchain lab looking to increase diversity in Web 3. The partnership will launch an avatar collection incorporating traits such as different color shades, ethnicities, sexual orientation, and gender identification, as well as different makeup looks.
The initiative is a celebration of Pride Month, although the collection attempts to represent various minorities. In total, 8,430 avatars will be minted and available for purchase in The Sandbox’s metaverse, which will also feature a special “Belonging Week” event looking to educate users on diversity, equity, and inclusion. NYX will donate all revenue to an LGBTQ+ organization.
Metaverses and the NFT space are perceived as less diverse than they could be. Projects such as this provide a space to welcome a range of identities and representations. L’Oreal launched an NFT campaign with similar intentions as a celebration of women. The NFT artists were women and the marketing around the campaign was centered around the gender disparity in the NFT industry.
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