For its latest campaign, “Metaverse Like Us,” Estée Lauder-owned beauty brand Clinique tapped three artists – Tess Daly, Sheika Daley and Emira D’Spain – to create NFT makeup looks that will offered to PFP holders in the Non Fungible People avatar community.
Non Fungible People is a collection of 8888 hyper realistic NFT PFPs depicting women and non-binary people. 60% depict people of color and 20% show people facing issues such as mobility issues, hearing loss, Down syndrome and vitiligo.
So what exactly is NFT makeup?
It is an additional digital layer “etched” onto – in simple terms, overlaid on – an existing NFT, thus giving it an additional trait that is part of its official digital identity.
PFP dressing is already a trend that has seen fashion brands such as Gucci partner with the Bored Ape Yacht Club franchise. But while Non Fungible People has previously collaborated with Champion sportswear and Louis Moinet watches — the latter via a competition designed by luxury fashion platform Exclusible — this is a first for makeup.
“We wanted to do something that no one had done before,” enthuses Jessica Rizzuto, SVP E-Commerce at Daz 3D, the parent company of Non Fungible People.
This week, 5,904 NFT makeups will be airdropped as blind tokens to a random selection of non-fungible people holders. Then in July, August and September, the 1,968 creations of each particular artist will be unveiled each month. Each artist created two looks – an everyday version and a more fantastical version, the latter being rarer. The figure 1968 is a nod to the year in which Clinique was created.
Recipients will have the option to sell their looks on the secondary market, keep them, or burn them onto their own PFP.
On the Mark in the Metaverse
“We’re a brand that’s constantly focused on solving problems,” says Carolyn Dawkins, SVP Global Marketing, Online and Analytics at Clinique. “Clinique was designed to tackle all skin types, so this idea of inclusivity and diversity is inherent in how we create our products.” It is this mentality that they have translated into the metaverse space.
According to a study conducted by Clinique, referring to a 2021 report by ArtTacticonly 20% of metaverse users and creators are women, and NFTs depicting avatars of color and disability are valued well below those of white avatars.
The “Metaverse Like Us” celebratory campaign not only draws attention to this lack of diversity in the Web 3.0 space, but also attempts to redress the balance in concrete ways – by increasing the scarcity and appeal of the franchise. Non Fungible People via additional traits with the intention of increasing its monetary value as well.
When it comes to the metaverse, beauty doesn’t automatically lend itself to Web 3.0. It has to work harder and think outside the box, but Clinique has succeeded with a project that is truly innovative and true to the brand’s identity.
The Estée Lauder Band is in shape when it comes to the Metaverse. Estée Lauder herself was the only beauty brand represented at Metaverse Fashion Week in Decentraland and she used true lateral thinking to claim her position in the space. He created glitter filters for the avatars to reference the powers of his hero Night Repair Serum to create a morning after radiant complexion.
Move through the metaverse
It’s not just the philosophy behind Non Fungible People that makes the project interesting. Because NFTs are 3D files, they have utility beyond that of a simple profile picture (PFP): cross-metaverse portability for one.
“Unlike other NFTs which are just an image, Non Fungible People NFTs can also be used as avatars that can travel with you to different metaverse spaces or games powered by Unity or Unreal Engine,” Rizzuto explains.
Talk via Google
Back to reality
Back in the real world, customers can shop the products that inspired the digitally applied NFT looks and each month, starting in July, Clinique will be hosting an additional social activity related to each artist. First in line is Tess Daly, who has a prosthetic arm, so the corresponding campaign will focus on physical disability.
“Metaverse Like Us” is Clinique’s second NFT project. The first, in October 2021, rewarded customer loyalty and fostered engagement. It gave members of its Smart Rewards program the chance to enter a short story contest. The three winners received an NFT piece of art along with a selection of Clinique products each year for the next decade.
For both projects, Clinique worked with Web 3.0 strategist Cathy Hackl, a woman of color herself who is also a champion for women in tech.