Keith Haring was a key figure in the New York art subculture of the 1980s, the decade in which Mac was founded. Diagnosed with HIV in 1988, he spent his remaining time sensitizing and destigmatizing the AIDS crisis. , including the creation of the foundation in 1989 to provide funding and images to AIDS organizations and people affected by HIV / AIDS. Haring died at the age of 31 in 1990 from AIDS-related complications.
Mac’s NFT collection is an extension of physical collaboration, with physical lipstick colors matching NFTs. “Keith Haring and Mac Cosmetics really are a perfect match. Both the artist and the brand have long been synonymous with equal rights and self-expression for all, “said Gil Vazquez, director of the Keith Haring Studio, in a statement.
The pricing structure for NFT collection has three tiers, ranging from 5,000 NFTs for $ 25 up to 25 tier “icon” NFTs priced at $ 1,000 each. Additional benefits include a Keith Haring-inspired makeup digital face chart tutorial for blue intermediate level and a 30-minute Mac artist consultation and complementary physical product for higher-level NFT owners. The brand has partnered with blockchain technology solutions firm Consensys to ensure NFTs can be purchased with a credit or debit card, rather than a crypto wallet, to reach consumers who may not have purchased NFTs before.
The pricing structure has been carefully evaluated, says Moudachirou-Rébois. “When we were thinking about how to get into the NFT world, we wanted to stay true to what really matters to Mac. In this case, accessibility was really important,” he says. “We didn’t want to create something that was elitist and out of this world for people who aren’t familiar with NFTs and don’t know how to buy one.”
Mac isn’t the first beauty brand to launch an NFT to reinforce their brand values through fundraising. In June 2021, in honor of Pride Month, Givenchy Parfums created an NFT in collaboration with gallery owner and LGBTQ + supporter Amar Singh and the artists of the Rewint Collective. In the fashion industry, Rowing Singapore and Rowing Ukraine has partnered with an NFT to raise money for humanitarian aid to Ukraine. Adidas and Prada have partnered on an NFT consisting of a collection of crowdfunding images, with a portion of the proceeds going to climate-focused charities, including Slow Factory and Unesco Sea Beyond.
Authenticity is the key to the success of a charity project, says Moudachirou-Rébois. “For us, the metaverse is a mirror of the real world. The charitable portion of the NFT collection is already an important part of the Mac brand [through the Viva Glam collection]. We use new technologies to promote a cause that is always close to our hearts. “
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