Estée Lauder is entering the metaverse through the front door. As an exclusive partner of the very first Metaverse Fashion Week, scheduled from March 24 to 27, the cosmetics giant will unveil its first NFT inspired by one of its iconic products — the brand’s Advanced Night Repair serum.
The the virtual event will kick off in Decentraland
The virtual event will begin tomorrow in Decentraland, a browser-based 3D virtual world platform where some of the world’s most prestigious luxury houses will display their new collections in between virtual presentations and online afterparties.
This fashion week, however, will not be limited to the runway, with events and surprises planned by businesses from all over the world. Women’s Wear Daily (WWD) writes on the instance of Estée Lauder, which is about to unveil its first NFT.
The famed Advanced Night Repair serum from the cosmetics behemoth will serve as the NFT’s starting point. 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 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 will be available in several thousand copies and will be free
The NFT, designed by virtual designer Alex Box, will be offered in thousands of copies for free. This initial 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 consumers. It might also be a method for the cosmetics company to try out this other 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.
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