THE WHAT? Estee Lauder was named as the exclusive beauty brand participating in Decentraland’s Metaverse Fashion Week.

THE DETAILS As part of the virtual experience, the prestige cosmetics brand partnered with Alex Box, a prominent female artist in the metaverse space to create an original NFT wearable inspired by the brand’s serum, Advanced Night Repair.

Users were encouraged to step into the iconic bottle during the event last week to unlock a digital Proof of Attendance Protocol and claim a NFT wearable to give their avatar a glowing radiant aura inspired by the well known skin care product. For the brand and its eponymous parent, the partnership represented two technological milestone: the first use of POAP badges and 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.”

THE WHY? Stéphane de La Faverie, Global Brand President, Estée Lauder & AERIN Beauty and Group President, The Estée Lauder Companies, explains, “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. 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 skin care 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 ground-breaking way.”