Clinique launches first makeup NFT campaign
The Clinique beauty brand has launched a first makeup non-fungible token (NFT) campaign.
Working in partnership with Daz 3D, the creator of one of the world’s most inclusive non-fungible people collections, Clinique said the move is part of its commitment to build a more inclusive digital beauty world focused on accessibility.
Clinique has collaborated with makeup artists and creators Tess Daly, Sheika Daley and Emira D’Spain on the exclusive NFT metaverse More Like Us Campaign, which aims to challenge unrealistic beauty standards and champions individuality.
The brand has cited figures which reveal that in the metaverse only 20% of users and creators are women, less than 16% of all NFT artists are female, and NFTs with avatars of colour and disability are valued lower than white avatars.
Carolyn Dawkins, SVP of global marketing, analytics and online at Clinique, said: “Our mission to be in the service of all skin means that we’re dedicated to increasing inclusivity everywhere our brand connects with consumers, and that commitment is no different in the metaverse. As the metaverse is blossoming, we know that what we create today can positively impact the beauty standards of the future. We are proud to collaborate with leaders in the space, such as Daz 3D, and artists who help us bring optimism through artistry.”
The makeup artists each created two looks that were all developed with diverse NFPs in mind to allow them to fit all skin tones, face shapes and hairstyles.
Each of the three NFT makeup drops will be offered to 1,968 randomly selected avatar NFP collection holders. The three drops will launch this summer, with the first 1,968 avatars receiving their NFTs in July.
