L’Oréal Trademark Filings Hint At An Expansion Into The Metaverse – Beauty Packaging Magazine

Global beauty brand L’Oréal may be entering the metaverse in a big way. According to CoinDesk, the company recently filed a number of trademark filings for virtual trademarks, including NFTs. (Learn more about NFTs here.)

 

The filings themselves are in the names of L’Oréal’s subsidiaries, including makeup and cosmetic companies Kiehl’s, Maybelline, Pureology, Urban Decay and Redken, among others.

 

The Kiehl’s filing includes rights to “non-downloadable virtual perfumery,” along with “hair care preparations and cosmetic body care preparations in a virtual environment including a metaverse.”

 

In eight of the filings, L’Oréal stakes claim to “providing a metaverse for people to browse, accumulate, buy, sell and trade virtual cosmetics.”

 

This won’t be the company’s first foray into the virtual world. In December 2021, L’Oréal Paris USA commissioned five female artists to create NFT art inspired by the brand’s new Reds of Worth Colour Riche lipstick and its six shades of red.