The American make-up and skincare giant Estée Lauder is one of the first brands to confirm its attendance on the first-ever Metaverse Fashion Week in Decentraland. During the metaverse event, Estée Launder plans to giveaway 10,000 free non-fungible tokens (NFTs), which are inspired by one of its popular products, the Advanced Night Repair serum.
The first in history virtual fashion show will be held in Decentraland from March 24 to March 27, 2022. Decentraland is the first Ethereum-based metaverse built and owned by its users where players can create an avatar to discover virtual places, and participate in various events.
Estée Lauder into the metaverse with NFTs
The prestige beauty brand will reward its customers with 10,000 unique non-fungible tokens (NFTs) during the fashion event. Non-fungible tokens were designed by the virtual creator Alex Box. According to the brand, the lucky ones who receive the NFTs will get a chance to open the bottle and apply the virtual serum, so their avatars will get a “glowy and radiant look.”
The NFT drop “marks a pivotal point for Estée Lauder in how we reach and engage new and existing customers in the metaverse” said Stéphane de La Faverie, Global Brand President of Estée Lauder and Aerin Beauty.
“I don’t think we want to just create something that we have to promote on our own or drive people to the metaverse. We really want to operate within the metaverse environment to introduce our brand to consumers that are in the metaverse already,” further Jon Roman, Senior Vice President of Global Consumer Marketing and Online at Estée Lauder said.
Estée Lauder joins the growing list of other brands which have already embraced the new blockchain technology. In fact, L’Oreal, Gucci, and Victoria’s Secrets are among the fashion and beauty brands that have already entered the metaverse.