For its latest campaign, ‘Metaverse Like Us’, Estée Lauder Group Clinique has appointed three artists – Tess Daly, Sheika Daley, and Emira D’Spain – to create an NFT makeup look that will be presented to the owners by PFP the avatar community Non Fungible People.
Non Fungible People is a collection of 8888 hyper realistic PFP NFTs representing women and non -binary. 60% show people of color and 20% show those who face challenges such as mobility problems, hearing loss, Down Syndrome and Vitiligo skin conditions.
So what exactly is NFT makeup?
It is an additional digital layer ‘burned’ in – in layman’s terms, in contrast – to the existing NFT, giving it additional features that become part of its digital identity.
PFP clothing is already a trend that has seen fashion brands like Gucci partner with the Bored Ape Yacht Club franchise. But while Non Fungible People has teamed up with former Champion sportswear and Louis Moinet watches – the latter through a competition developed by the luxury fashion platform Exclusible – this is a first for of makeup.
“We want to do something no one has ever done before,” said Jessica Rizzuto, SVP E-Commerce at learning company Non Fungible People Daz 3D.
This week, 5,904 NFT makeup designs will be released as a blind sign to a random selection of Non Fungible People owners. From July, August and September, 1,968 creations by each artist will be displayed each month. Each artist has created two versions – an everyday version and a more fun version, the latter of which is rare. The number 1968 is an indication of the year the Clinique was founded.
Recipients will have the option to sell their faces on the secondary market, keep them or burn them in their own PFP.
By marking in the metaverse
“We are a brand constantly focused on problem solving,” said Carolyn Dawkins, SVP of Global Marketing, Online and Analytics at Clinique. “Clinique was built to deal with all skin types so this idea of inclusion and diversity is ingrained in the way we create our products.” This is the attitude that Clinique translated into the metaverse space.
According to research conducted by Clinique, referring to ArtTactic’s 2021 report, only 20% of users and metaverse creators are women, and NFTs showing images of color and disability are more valuable than those of the white avatar.
The ‘Metaverse Like Us’ celebration event not only draws attention to this lack of diversity in the Web 3.0 space but also attempts to strike the balance in a concrete way – increasing the rarity and desire to Non Fungible People franchise through additional features with the intention of increasing the value of money as well.
As for the metaverse, quality doesn’t come automatically with Web 3.0. It has to work harder and think outside the box that Clinique got it on with a project that is really new and true as a brand.
The Estée Lauder group has a shape when it comes to metaverse. Estée Lauder herself was the only beauty brand featured at Metaverse Fashion Week in Decentraland and used real lateral thinking to reinforce her claim to the space. It created a glowing filter for the avatar to highlight the power of the powerful Night Repair Serum while creating a glowing morning after skin.
Return to metaverse
It’s not just the ethics behind Non Fungible People that attracts the project. Because NFTs are 3D files they have more features than simple image processing (PFP): cross metaverse portability for one.
“Unlike other NFTs that are just images, Non Fungible People NFTs can be used as avatars that can go with you in the metaverse space or other games used by Unity or Unreal Engine,” Rizzuto said.
Talking through Google
Back to reality
Back in the real world, customers will be able to shop for products inspired by the digitally applied NFT format and each month, starting in July, Clinique will hold additional social events tied to each artist. The first row is Tess Daly who has a prosthetic arm so the related campaign will focus on physical disabilities.
‘Metaverse Like Us’ is Clinique’s second NFT project. The first, in October 2021, rewarded customer loyalty and promoted engagement. It gave members of the Smart Rewards program the opportunity to enter a short story competition. The three winners received NFT art work plus Clinique products each year for the next ten years.
For both projects, Clinique worked with Cathy Hackl, web 3.0 strategist, a woman of color who is also a champion for women in the world of technology.