XYZ expands gTLD stable as L’Oreal exits the domain game

XYZ expands gTLD stable as L’Oreal exits the domain game

XYZ expands gTLD stable as L’Oreal exits the domain game
Courtesy: Kevin Murphy | News Source: domainincite.com

XYZ.com has acquired four new gTLDs from the cosmetics company L’Oreal.

The portfolio registry expanded its stable with the additions of .makeup, .beauty, .hair and .skin, all of which had their contracts change hands last month, ICANN records show.

XYZ seems to have told Domain Name Wire last week that it plans to relaunch its new acquisitions this year alongside another recent purchase, .quest (sorry for the delay, Andrew, I’ve been sick).

For L’Oreal, the deal marks the end of its lofty ambitions in the new gTLD space. The company applied for 14 strings back in 2012, a mixture of generic dictionary words and brands.

Now, none remain.

A bunch of its dot-brand applications were dumped prior to contract signing. The others were turned off, unused, after L’Oreal asked ICANN to terminate its contracts.

The four non-branded strings XYZ picked up were originally intended as “closed generics” — an attempt to close competitors out of the market for industry-relevant keywords — but that was scuppered when ICANN decided to ban the concept.

L’Oreal attempted to worm its way around the ban by pricing domains at $5,500 wholesale and imposing extremely restrictive registration policies. This was pretty effective at warding off unwanted sales.

But the company did actually attempt something fairly innovative with .makeup, as I documented in 2017, registering the names of a couple hundred beauty-obsessed social media influencers in an attempt to create a registry-owned social media portal focused on pushing L’Oreal products.

The hub site, at welove.makeup, now bounces web visitors to makeup.com.

To the best of my knowledge, L’Oreal didn’t do anything with its other generics.

Still, L’Oreal’s loss is XYZ’s gain. All four are fairly strong strings that could find a market, in my view.

XYZ now has 13 gTLDs under direct contract (12 of which were acquired post-2012) and partial stakes, with Uniregistry, in three others.