Estée Lauder enters the metaverse through the front door. As the exclusive partner of the very first Metaverse Fashion Week, scheduled for March 24-27the cosmetics giant will unveil its first NFT inspired by one of its signature products, the brand’s Advanced Night Repair serum.
The virtual event kicks off tomorrow at Decentraland, a browser-based 3D virtual world platform, which will host some of the world’s biggest luxury houses as they showcase their new collections, between virtual shows and after parties in line.
But this fashion week will not only take place on the catwalks, with entertainment and surprises planned by brands from other horizons. This is the case of Estée Lauder, which must present its first NFT reports, Women’s Wear Daily (WWD).
And it’s the famous cosmetics giant Advanced Night Repair Serum this will be the starting point of this NFT. Hard to imagine avatars applying face cream in this parallel world, mind you, but here users will be able to enter the product bottle to collect said NFT, which will then give their avatar(s) a “luminous, radiant look” effect, according to the specialized site.
Designed by virtual creator Alex Box, the NFT will be available in several thousand copies and will be free. Even more than offering its customers a first experience in the metaverse, this first foray will help Estée Lauder to make itself known to those who are already used to spending time in these virtual worlds. It could also be a way for the cosmetics brand to test this parallel world in order to eventually join others in adopting it as its new playground.
L’Oréal Paris USA, Clinique, Givenchy Beauty and Gucci are among the beauty brands that have already entered the metaverse, showing keen enthusiasm for what looks like a new El Dorado in the world of luxury.