NARS Celebrates 20 Years in Hong Kong with Power matte-Inspired NFT Drop

NARS, a leading cosmetics brand, is celebrating its 20th anniversary in Hong Kong with a dynamic embrace of digital innovation – the launch of its first non-fungible token (NFT) collection. This move sees NARS converging art and technology as a fresh avenue for women to explore individuality and self-expression.

The cosmetic giant’s NFT pilot, POWERICON, aims to connect with the digital natives of the next generation. NARS is issuing 2,022 of these unique NFTs, each inspired by the new Power matte lipstick collection. This initiative follows in the footsteps of NARS US’ NFT series, underscoring the brand’s broader push into the metaverse.

François Nars, the brand’s figurehead, champions the empowerment of women to experiment with makeup as a tool to enhance their natural beauty and unique characteristics. The POWERICON NFTs echoes this sentiment, encouraging women to approach cosmetics as a conduit for beauty, confidence, and character.

Designed by local illustrator Rex Koo, each POWERICON NFT mirrors the unique properties of six selected lipstick shades. The NFTs each feature a distinct face shape, hairstyle, lip colour, outfit, and accessories, reflecting the diversity and individuality NARS promotes.

Beyond digital art, the POWERICON NFTs offer tangible benefits to owners, like priority access to the new Power matte Lipstick collection and VIP admission to NARS’ 20th-anniversary celebration event.