Estée Lauder’s Clinique Aims To Improve Representation In Web3
Milestone Date: June 17, 2022
Makeup and skincare giant Clinique, owned by Estée Lauder, is launching a campaign to celebrate diversity in the metaverse. Their upcoming NFT project “Metaverse More Like Us” is an initiative to bring more representation from different communities into Web3.
To bring the project to life, Clinqiue is partnering with three makeup artists to design a total of six different makeup looks using Clinique products for NFT avatars that have a variety of skin tones, face shapes, and hairstyles.
Clinique is partnering with software firm Daz 3D to mint 1,968 of the NFTs and randomly drop them to the existing holders of “Non-fungible People (NFP),” which is an NFT collection by Daz 3D that also celebrates diversity in the metaverse.
“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,” said Clinique’s SVP of Global Marketing Carolyn Dawkins.
Clinique’s project showcases how a mega-makeup brand can use blockchain technology to live up to its values of caring about and working towards diversity and inclusion, as well as using Web3 to innovate and drive brand recognition of the company’s products in an emerging market.
By Elizabeth Morrison
Published:June 17, 2022