Nars is tapping into to virtual beauty ambassadors infinite digital potential.
French makeup brand NARS Cosmetics has introduced its newest beauty ambassadors, and unlike their past campaigns, these dolled-up faces are entirely virtual. According to an interview with NARS Cosmetics on Vogue Business, all three models, Maxine, Chelsea, and Sissi have distinct looks, “personalities”, and “backstories.” NARS refers to these virtual women as the “Power Players.”
The models were introduced to the public through NARS’ social media channels and official website. They are technically classified as digitally rendered avatars and physically inspired by three shades of NARS’ Powermatte Lipstick. The shades are Dragon Girl, a candy apple red; American Woman, a dusty rose; and Too Hot To Hold, a maple red. With this launch, NARS intends to invest further in metaverse technologies.
In the same interview Dina Fierro, Vice President of Global Digital Strategy, said, “It’s a future-facing project… We are doing our best to think strategically.”
But this wasn’t Nars’ first foray into the digital realm. In July 2022, NARS launched their Colour Quest experience on Roblox, which inspired video game enthusiasts to “get together with friends to collect all the NARS Shades and complete your virtual makeup palette, create unique looks that express who YOU are, and share them with the world!”
Each of Nars’ digital avatars resembles the human form and has far-reaching backstories with future-facing careers. For instance, Chelsea is a “digital artist,” meaning there’s potential for her to “create” her own collection of NFTs. This could even generate a collaboration between NARS and a female digital artist. Another example is Sissi, who is characterized as being a recent graduate of fashion school, something NARS could take advantage of by partnering with physical or virtual fashion designers.
This virtual brand storytelling may remind consumers of virtual influencer Miquela, created in 2016 as a social experiment. What started as a fun exercise for Brud, an LA-based software company, eventually took off with Miquela getting signed to the American talent and sports agency, Creative Artists Agency (CAA). The American clothing brand PacSun even partnered with Miquela in 2022. Such business relationships between virtual figures and fashion brands root modern technology in reality and demonstrate its money-making potential.
Other brands like Prada and LVMH have created their own virtual avatars. Prada created computer-generated Candy to promote its Candy fragrance collection, while LVMH created an ambassador named Livi to represent the group’s innovation strategies.
However, it has been noted that beauty avatars may not have the distinction brands need to keep consumers engaged. According to Business of Fashion, “without the logos and distinctive characteristics of apparel and accessories, it’s unclear how skincare, makeup and fragrance will establish a presence and a purpose in web3.”
There is also concern that influencers such as Miquela and virtual beauty ambassadors such as NARS’ Power Players fail to illustrate how a fashion or makeup product will look on real people, especially considering the discrepancies of size and shade.
Despite these setbacks, brands will continue to push forward with new virtual avatars. According to the Business of Fashion, approximately 70% of U.S. general consumers (Gen-Z to Gen-X) rate their digital identity as important. This connection to one’s online presence directly interacts with their purchasing power, and brands will have to appeal to the consumer’s online identity to connect with the person behind the screen.
Image courtesy of Unsplash.
