The beauty industry is all set to take over the NFT sector. The latest one being MAC Cosmetics who announced the launch of the ‘Viva Glam x Keith Haring NFT’ collection in honor of the National Youth HIV/AIDS Awareness Day. This is also the brand’s first-ever NFT drop.
In Brief:
- The MAC Cosmetics NFT Collection is available in 3 rarities: Rare, Exclusive, and Icon.
- No cryptocurrency payments will be accepted during the sale.
- 2.5% of the proceeds from all secondary sales on OpenSea will go to Keith Haring Foundation.
The collection will be available from 10th April to 1st June at macvivaglamnft.com and OpenSea. To attract consumers who may not have previously purchased NFTs, the brand teamed up with blockchain technology solutions provider Consensys to ensure that the NFTs may be purchased with a credit or debit card.
This means that cryptocurrency payments are not accepted for the purchase of this NFT collection. The Viva Glam x Keith Haring NFT purchases are valid in the US only. The NFTs will be minted on the eco-friendly Polygon blockchain.
MAC global chief marketing officer Aïda Moudachirou-Rébois stated “We didn’t want to create something that was elitist and out of touch for people who aren’t familiar with NFTs and don’t know how to purchase one.”
Each NFT is available at three different rarity levels and price points.
Keith Haring Red – Rare NFT is worth $25 each up to 5,000 pieces minted on demand. The NFT owners will get an animated illustration of red lipstick featuring Haring’s artwork.
Keith Haring Blue – Exclusive NFT has 250 total pieces priced at $150 each. Exclusive NFT buyers will receive an animated Keith Haring Blue-inspired look along with a digital face chart tutorial created by a MAC Senior Artist.
Keith Haring Yellow – Icon NFT has 25 pieces in total priced at $1000 each. Icon NFTs provide access to a 30-minute personalized M·A·C Artist consultation along with the full collection of three special-edition MAC VIVA GLAM x Keith Haring Lipsticks.
100% of the ‘VIVA GLAM x Keith Haring NFT’ collection’s proceeds from the primary sales will go to the M.A.C VIVA GLAM Fund to support youth affected by HIV/AIDS.
2.5% of the proceeds from all secondary sales on OpenSea will go to The Keith Haring Foundation until January 15th, 2023.
André Branch, M·A·C Cosmetics General Manager, North America added “This will be the first-time in VIVA GLAM’s 27-year history that fans and supporters in the U.S. will be able to contribute to VIVA GLAM without buying a physical lipstick.”
Keith Haring was an icon in the artistic culture of New York in the 1980s, which was also the decade in which MAC was formed. He was diagnosed with HIV in 1988 and spent the rest of his life working to raise awareness and de-stigmatize the AIDS problem.
Last December, MAC marked 27 years of its Viva Glam Fund with the Viva Glam x Keith Haring physical collection, which includes three lipsticks in Pop Art-inspired colors with Haring’s artwork on the packaging.
Moudachirou-Rébois added, “We’ve had our sights on the metaverse for a while, but we were looking into the best way to approach it and what would be meaningful from a brand perspective.”
NFTs are being used by many firms to provide additional services to consumers, such as exclusive access to events and items. Recently musician Rihanna filed trademark applications to expand her Fenty beauty brand into the metaverse.
