L’Oréal will enter the NFT and meta universe

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Cosmetics brand L’Oréal has filed trademark applications in the categories of non-substitutable tokens (NFT) and meta-universes.
The applications themselves are filed in the names of L’Oréal subsidiaries, including cosmetics companies Kiehl’s, Maybelline, Pureology, Urban Decay and Redken.
Kiehl’s brand application seeks to register the rights to “non-discountable virtual perfumes” as well as to “hair care and body care products in a virtual environment, including the meta-universe.”
In eight filings, L’Oréal says it will “provide a meta-universe that will allow customers to browse, collect, buy, sell and exchange virtual cosmetics.”
The brand previously introduced a collection of seven NFTs. However, the collection ultimately failed, with sales to date of less than 0.5 ETH (about $1,550).

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