NARS has new beauty ambassadors: Maxine, Chelsea and Sissi, characters whose appearances and personalities are different. One common theme is that they are completely virtual and call themselves Power Players.

The “metahumans” are avatars, this time inspired by three of Nars’ Power matte lipstick shades (Dragon Girl, a sweet apple red; American Woman, a dusty pink; and Too Hot To Hold, a maple red).

The new spokespersons for the beauty brand are part of the brand’s investment plan for new technologies in the metaverse. Featuring his Power Players through his own social channels, from Instagram to TikTok and, in China, Douyin. He even promises to create more characters by 2023.

Virtual influencers offer opportunities for greater global digital engagement with their key markets being the US, UK and Asia.