NARS launches digital brand ambassadors inspired by lipstick shades

By Amanda Pauley | Published: 9-Dec-2022

Avatars Maxine, Chelsea and Sissi are visual representations of the make-up brand’s best-selling Powermatte Lipsticks

NARS Cosmetics has launched its first-ever virtual brand ambassadors.

The NARS Power Players are inspired by three of the make-up brand’s best-selling shades from its latest Powermatte Lipstick launch. 

The trio of “meta-humans” not only represent the lipstick shades, but the personas of the individuals who might wear them, the brand said. 

Avatar Maxine is a tribute to candy apple red shade Dragon Girl.

Digital ambassador Chelsea is inspired by dusty rose American Woman.

Sissi, meanwhile, is a visual representation of maple red Too Hot To Hold. 

Each avatar has been given a rich backstory originating from different passions and places. 

Digital avatar Chelsea embodies dusty rose lipstick shade American Woman

Digital avatar Chelsea embodies dusty rose lipstick shade American Woman

The NARS Power Players will interact with consumers across the brand’s website and on social media platforms Instagram, TikTok and Douyin. 

The make-up looks were created by Lena Koro, NARS Global Artistic Director, and styled by fashion consultant Patti Wilson. 

They were developed by Unreal Engine 5, a production pipeline which creates virtual humans and environments.

NARS Power Players represent the brand’s commitment to digital innovation and branded digital spokespeople.

“Formed pixel by pixel, pigment by pigment – our virtual guides are here to lead you through a new generation of NARS,” the brand commented on Instagram.

“Step into the cyber scene with three pioneering personas inspired by innovation, crafted with care and powered by passion.

“So real, it is unreal.”

Digital brand ambassador Maxine is a visual representation of Powermatte's Dragon Girl lipstick

Digital brand ambassador Maxine is a visual representation of Powermatte's Dragon Girl lipstick

The era of the digital spokesperson

NARS is not the first beauty company to dabble with the idea of virtual brand ambassadors.

Clinique mounted up its digital world presence this year with a new make-up NFT.

It intends to challenge unrealistic beauty standards by celebrating underrepresented communities in the metaverse. 

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