Estée Lauder attended Decentraland’s Metaverse Fashion Week as an exclusive beauty partner
NEW YORK, March 24, 2022—(BUSINESS WIRE)–Estée Lauder would be the exclusive beauty model taking part in Decentraland’s Metaverse Fashion Week, the primary large-scale digital vogue week in an on-chain metaverse.
This press launch consists of multimedia. See the complete announcement right here: https://www.businesswire.com/information/residence/20220323005940/pt/
ESTÉE LAUDER AT DECENTRALAND’S METAVERSE FASHION WEEK (Photo: Business Wire)
To create a one-of-a-kind digital beauty expertise, Estée Lauder partnered with Alex Box, a outstanding artist within the metaverse house, to create an unique non-fungible token (NFT) impressed by the model’s #1 serum, Advanced Night Repair.
Users will be capable to enter Advanced Night Repair’s iconic “Little Brown Bottle” to unlock a digital badge or Proof of Presence Protocol (POAP) and order an NFT wearable that provides their avatars a shiny, radiant aura impressed by Advanced Night Repair.
From March 24-28, a restricted amount of 10,000 NFT wearables courtesy of Advanced Night Repair might be ordered by Metaverse Fashion Week attendees. Users are solely required to have MetaMask or one other crypto pockets that accepts Ethereum and Ethereum Tokens (ERC20 Tokens). The transportable machine can be out there for as lengthy as the consumer needs.
“We are thrilled to be the exclusive beauty model taking part in Metaverse Fashion Week. This marks a pivotal level for Estée Lauder as we attain and have interaction new and current customers within the meta universe,” mentioned Stéphane de La Faveri, President of Global Brands at Estée Lauder & AERIN Beauty and Group President of the Estée Lauder Companies. “The creativity, innovation and braveness of our pioneering founder have all the time impressed us to push the boundaries. When the unique Night Repair was launched, it utterly revolutionized the skincare class and continues to revolutionize the business right now. It was the right mixture to create our Metaverse expertise round this iconic product, immersing customers on the earth of Advanced Night Repair and bringing Estée Lauder to a brand new era in an progressive approach.”
“The metaverse opens up new potentialities for experimenting with the beauty narrative,” mentioned Alex Box. “For this exclusive Estée Lauder handheld, I translate the essence of Advanced Night Repair, immersing you in a ‘Radiant Aura’, a shimmering constellation of radiance and magic.”
This activation marks two technological milestones for Estée Lauder and The Estée Lauder Companies: the primary use of badges or Proof of Presence Protocol (POAP) and the primary NFT handheld units.
“At ELC, we’re utilizing know-how to reinvent and redefine the best way customers all over the world discover and categorical their particular person beauty—not solely within the bodily world, however now within the digital world as properly,” mentioned Michael W. Smith, Chief Information Officer of The Estée Enterprises Lauder. “Through this progressive blockchain activation, the Estée Lauder model will make its mark on the Metaverse and drive shopper engagement and loyalty in an progressive approach.” The Advanced Night Repair NFT digital badge and wearable will exist past Fashion Week within the Metaverse and symbolize an vital milestone on the intersection of know-how and beauty.”
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