Clinique, an Estée Lauder company, wants to bring more variety to the metaverse. To gain this goal, it is releasing an NFT makeup campaign which highlights a variety of skin tones and facial structures. Here is what we already know about the campaign:
- 5904 makeup NFTs will be given to random holders of Non-Fungible individuals NFTs
- The designs of those 5904 NFTs come from three various artists
- Each artist will have their own drop, which happens in July, August or September
- Users have three choices for their NFT: Use on their Non-Fungible person, keep, or sell.
The Makeup NFTs work like other “modifier” NFTs, they create a basic image and make changes. In the case of these NFTs, using them will lead to a splash of makeup to cover the face of the Non-Fungible Person.
Clinique has cooperated with NFT company Daz 3D to manage this drop. Jessica Rizzuto,senior vice president of e-commerce at Daz 3D, stated that the company has a long tradition of creating inclusion in digital environments. She added that the collaboration with Clinique shows that the company continues to push limitations.
Carolyn Dawkins, a senior vice president at Clinique, mentioned that the company addresses issues related to diversity in its cosmetics products. This mentality caused a clinic-focused approach in the metavarse.
For the release, Clinique and Daz 3D will use the Polygon blockchain. Polygon, a Layer 2 scaling solution for ETH, is famed for its environmental friendliness. The sidechain announced a “Green Manifesto” side before the current year. Its concentration on the environment has made it popular to many NFT drop teams.
Clinique’s approach to Web3 is surely creative, and numerous subgroups in the metaverse may find it appealing. But this is not the only beauty company on the Web3, some with compelling approaches.
Estée Lauder, Clinique’s parent company, was the unique sponsor of the opening beauty of Metaverse Fashion Week. At the event, that was held in Decentraland, saw many companies and users gathered to celebrate fashion in a Web3 environment.
Rihanna’s Fenty Beauty company has lately launched a Web3-related trademark. It remains to be seen what the symbol of the powerful woman plans for this space, but given the bold nature of the singer, this could be a big deal.
Another beauty testing company is RTFKT. RTFKT is known for its innovation, and has provided custom shoes for the metaverse long before the NFT Gold rush. Rarity Sniper stated that the company is programming a line of “perfume” NFTs which could add some spice to metaverse avatars.
Time will show how users get the Clinique’s campaign, however it has a well-known messages and utility. We will look forward to any further progress during the summer.