2 years ago
Global cosmetic elephantine L’Oréal could beryllium venturing into the virtual goods economy, according to Feb. 10 trademark filings successful the non-fungible token (NFT) and metaverse categories.
The filings themselves are successful the names of L’Oréal’s subsidiaries, including constitution and cosmetic companies Kiehl’s, Maybelline, Pureology, Urban Decay and Redken, among others.
The Kiehl’s filing includes rights to “non-downloadable virtual perfumery,” on with “hair attraction preparations and cosmetic assemblage attraction preparations successful a virtual situation including a metaverse.”
In 8 of the filings, L’Oréal stakes assertion to “providing a metaverse for radical to browse, accumulate, buy, merchantability and commercialized virtual cosmetics.”
L’Oréal did not respond to CoinDesk’s petition for remark connected its filings by the clip of publication.
The company’s archetypal foray into NFTs came backmost in December, erstwhile it released a postulation of 7 NFTs focused connected pistillate artists and their empowerment. The postulation was yet a flop, however, seeing little than 0.5 ETH (around $1,550) successful income measurement to date.
While the conception of virtual perfume successful a metaverse situation whitethorn beryllium hard to grasp, filing a trademark for specified things is nary longer unusual.
Companies ranging from McDonald’s to Walmart person precocious filed for NFT-related trademarks, arsenic person celebrities including Logan Paul, Bronny James and the precocious Kobe Bryant.
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