Clinique has launched its first limited edition non-fungible token (NFT), modernising its consumer experience and establishing a presence in the metaverse.
The NFT, MetaOptimist, is a unique digital representation of two of its products, which include Moisture Surge 100h and Almost Lipstick Black Honey.
Rather than selling the NFTs, the brand is hosting an exclusive competition for its smart rewards members.
In order to win, consumers must share stories of hope and optimism with the company, answering the question, “How do you bring hope and optimism to the people around you, and who brings a smile to your face?”
The three winners will also receive the physical black honey almost lipstick product when it is back in stock and win an assortment of Clinique products once a year for the next decade.
“At Clinique, we’re continuously searching for opportunities to innovate and provide consumers with unique, engaging ways to interact with our brand,” Clinique global online, consumer engagement and product marketing, senior vice president Carolyn Dawkins said.
“In the world of NFTs, brand authenticity and consumer excitement are critical, and we think our approach really delivers.
“These NFTs are a uniquely contemporary way to celebrate loyalty and put our consumers in the driver’s seat, with storytelling and engagement at its core.”
Dawkins added that the MetaOptimist launch is “just the beginning of Clinique’s journey in the metaverse as we continue to identify ways to meet consumers where they are through modern omnichannel experiences.”