The cosmetics industry’s global leader, Estee Lauder, has become a partner of Fashion Week held in the Decentraland metaverse. According to Beauty Inc.
During the event, the company plans to run a promotion for the Advanced Night Repair serum. To that end, it will create a virtual model in the shape of the product’s bottle. Visitors will be able to enter it and receive a free wearable NFT that will emit a glow around the user’s avatar. The token was created by makeup artist Alex Box.
The company’s president, Stéphanie de La Faverie, called the event a “turning point for Estee Lauder in how we reach and engage with customers in the metaverse”.
According to the company’s vice president, Yona Romana, in the future they plan to continue advertising physical goods in the metaverse:
“We think it will be a universe with a blended reality. There will be no people who live only in the metaverse. Much will be mixed, so we need to understand how to be prepared for such a reality and how to gain an edge from it,” he explained.
Beauty Inc. noted that the cosmetics brand Clinique previously released its own NFT collection, and P&G Beauty launched a virtual world called BeautySphere.
During Decentraland Fashion Week, which runs from March 24–27, will participate alongside Dolce & Gabbana, Tommy Hilfiger and other fashion houses and brands.
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