Estee Lauder has been named as the exclusive beauty brand participating in Decentraland’s metaverse fashion week.
As part of the virtual experience, the cosmetics brand collaborated with Alex Box, a female artist in the metaverse space, to create an original NFT wearable inspired by the brand’s serum, advanced night repair.
Users were encouraged to step into the iconic bottle during the event last week, to unlock a digital proof of attendance protocol and claim a NFT wearable to give their avatar a “glowing radiant aura” inspired by the serum.
For the brand, the partnership represented two technological milestones: the first use of POAP badges and its first wearable NFTs.
“We are thrilled to be the exclusive beauty brand participating in metaverse fashion week,” said Estee Lauder and Aerin Beauty global brand president Stéphane de La Faverie.
“It marks a pivotal point for Estée Lauder in how we reach and engage new and existing consumers in the metaverse.
“It was the perfect fit to create our experience in the Metaverse around this iconic product, immersing consumers in the world of Advanced Night Repair, and bringing Estée Lauder to a new generation in a ground-breaking way.”
Estée Lauder Company chief information officer Michael W. Smith added: “Across ELC, we’re using technology to reinvent and redefine how consumers worldwide explore and express their individual beauty—not just in the physical world but now, in the digital world.”
“Through this innovative blockchain activation, Estée Lauder brand will make its mark in the Metaverse and drive consumer engagement and loyalty in a breakthrough way.
“The Advanced Night Repair NFT wearable and digital badge will live on beyond Metaverse Fashion Week and represent a significant milestone at the intersection of technology and beauty.”