The luxury brand will be featured as an exclusive beauty partner at the virtual fashion event.

Welcome to Decentraland’s Metaverse Fashion Week. This is the first-ever large-scale virtual fashion week in an on-chain metaverse. As a result, this is where immersive virtual shows and experiences take center stage. In an exciting new announcement from the brand, Estée Lauder will be an exclusive beauty brand participating in the Decentraland Metaverse Fashion Week.  

How it works

Metaverse fashion experiences are on the rise. As a result, this is an incredible opportunity for the brand to create a unique virtual beauty experience for attendees. Therefore, Estée Lauder is working with Alex Box, a prominent female artist in the metaverse space, to bring its vision to life. Moreover, their goal is to create an original non-fungible token (NFT) wearable inspired by the brand’s top-trending serum, Advanced Night Repair.

Estée Lauder’s Advanced Night Repair is the brand’s #1 serum. This is because its forumlation fights signs of aging. This revolutionary product is ideal for all skin tones. As a result, it also helps to reduce the look of fine lines and wrinkles. Your skin will look visibly smoother, radiant, and more toned thanks to a patented blend. 

“The metaverse opens up new possibilities to experience the narrative of beauty,” said Alex Box. “For this exclusive Estée Lauder wearable, I’m translating the essence of Advanced Night Repair by immersing you in ‘Radiance Aura’, a twinkling constellation of glow and magic.”

Users will be able to step inside the iconic Advanced Night Repair “Little Brown Bottle.” Once there, they will have the opportunity to unlock a digital badge -or Proof of Attendance Protocol (POAP). Then, they can claim one NFT wearable. This will give their virtual avatars a glowing, radiant aura inspired by Advanced Night Repair.

Starting March 24th – March 28th, a limited quantity of 10,000 of the complimentary Advanced Night Repair NFT wearables can be claimed by attendees of Metaverse Fashion Week. To gain access to the NFT wearables, users simply require a MetaMask or other crypto wallet. Either must accept Ethereum and Ethereum tokens (ERC20 Tokens). As a result, the wearable will be available for as long as the user wishes.

Brand thoughts

The metaverse thrives on creating social connections through an integrated network of virtual worlds. As a result, this is a new space for fashion and beauty brands to explore. Estée Lauder’s Advanced Night Repair is a revolutionary product. In this regard, it only makes sense that it plays a part in this new revolutionary world. This is an opportunity for Estée Lauder to maximize rich user interactions with an exclusive experience. 

“We are thrilled to be the exclusive beauty brand participating in Metaverse Fashion Week. It marks a pivotal point for Estée Lauder in how we reach and engage new and existing consumers in the metaverse,” said Stéphane de La Faverie, Global Brand President, Estée Lauder & AERIN Beauty and Group President, The Estée Lauder Companies. “The creativity, innovation, and fearlessness of our trailblazing founder has always inspired us to push boundaries. When the original Night Repair launched, it completely revolutionized the skincare category and continues to disrupt the industry today. It was the perfect fit to create our experience in the Metaverse around this iconic product, immersing consumers in the world of Advanced Night Repair, and bringing Estée Lauder to a new generation in a groundbreaking way.”

What does this mean for Estée Lauder?

This exclusive activation represents two technological milestones for Estée Lauder and The Estée Lauder Companies. This is because it demonstrates its first use of badges or Proof of Attendance Protocol (POAP). Secondly, its represents its first wearable NFTs.

“Across ELC, we’re using technology to reinvent and redefine how consumers worldwide explore and express their individual beauty— not just in the physical world but now, in the digital world,” said Michael W. Smith, Chief Information Officer at The Estée Lauder Companies. “Through this innovative blockchain activation, Estée Lauder brand will make its mark in the Metaverse and drive consumer engagement and loyalty in a breakthrough way. The Advanced Night Repair NFT wearable and digital badge will live on beyond Metaverse Fashion Week and represent a significant milestone at the intersection of technology and beauty.” 

Published by HOLR Magazine.