• L’Oréal Eyes NFTs and the Metaverse, Filing for 17 Virtual Goods-Related Trademarks

  • Global cosmetic giant L’Oréal could be venturing into the virtual goods economy, Trademark filings in the non-fungible token (NFT) and metaverse categories.

    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.”

    While the concept of virtual perfume in a metaverse environment may be difficult to grasp, filing a trademark for such things is no longer unusual.

    Companies ranging from McDonald’s to Walmart have recently filed for NFT-related trademarks, as have celebrities such as Logan Paul, Bronny James and the late Kobe Bryant.

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