• With free NFTs, Estée Lauder enters the metaverse

  • Estée Lauder is walking in the front entrance of the metaverse. The cosmetics giant will debut its first NFT inspired by one of its renowned products—the brand’s Advanced Night Repair serum—as an exclusive partner of the very first Metaverse Fashion Week, which will take place from March 24 to 27.

    Get ready, get set, go! In a few days, Decentraland will hold the inaugural metaverse fashion week, with some of the world’s most prestigious luxury brands presenting their new collections via virtual shows and online afterparties. This fashion week, however, will not be limited to the runway, with events and surprises planned by brands from all over the world. Women’s Wear Daily (WWD) writes on the case of Estée Lauder, which is set to unveil its first NFT.

    The famous Advanced Night Repair serum from the cosmetics behemoth will serve as the foundation for this NFT. Users will be able to go inside the product bottle to retrieve the said NFT, which will then give their avatars a “glowing, radiant look,” according to the specialist site. It may be difficult to imagine avatars applying a face cream in this parallel world, but here, users will be able to go inside the product bottle to retrieve the said NFT, which will then give their avatars a “glowing, radiant look.”

    The NFT, designed by virtual designer Alex Box, will be offered in thousands of copies for free. This first venture will assist Estée Lauder become recognized to individuals who are already familiar with spending time in virtual worlds, in addition to providing a first experience in the metaverse for its customers. It might also be a method for the cosmetics company to try out this alternate reality before joining others in making it their new playground.

    L’Oréal Paris USA, Clinique, Givenchy Beauty, and Gucci are among the beauty companies that have already entered the metaverse, demonstrating a strong interest in what appears to be a new El Dorado for the world of luxury. ETX —

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