Beauty brand Estée Lauder joins Metaverse Fashion Week

Users will be able to enter the iconic “Little Brown Bottle” Advanced Night Repair to unlock a digital badge or POAP and claim an NFT wearable

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Estée Lauder will be the exclusive beauty brand participating in Metavers Fashion Week Decentraland, the first large-scale virtual fashion week in a chain metaverse.

To create a unique virtual beauty experience, Estée Lauder has partnered with Alex Box, a leading female artist in the metaverse space, to create an original wearable NFT inspired by the serum flagship of the brand, Advanced Night Repair.

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Users will be able to enter the iconic “Little Brown Bottle” Advanced Night Repair to unlock a digital badge or the Proof of Attendance Protocol (POAP) and claim an NFT wearable that gives their avatars a glowing aura and radiance inspired by Advanced Night Repair.

Between March 24 and 28, Metaverse Fashion Week attendees will be able to claim a limited number of 10,000 Advanced Night Repair NFT wearables for free. Users just need a MetaMask or another crypto wallet that accepts Ethereum and Ethereum tokens (ERC20 tokens). The wearable will be available for as long as the user wants it.

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“We are thrilled to be the exclusive beauty brand participating in Metaverse Fashion Week. It marks a pivotal moment for Estée Lauder in how we reach and engage with 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 have always inspired us to push boundaries. When the original Night Repair was launched, it completely revolutionized the skincare category and continues to disrupt the industry today. It was the perfect fit to build our Metaverse experience around this iconic product, introducing consumers to the world of Advanced Night Repair and bringing Estée Lauder to a new generation in a groundbreaking way.”

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“The metaverse opens up new possibilities to experience the narrative of beauty,” said Alex Box. “For this exclusive wearable from Estée Lauder, I’m transferring the essence of Advanced Night Repair into ‘Radiance Aura,’ a shimmering constellation of radiance and magic.”

This activation represents two technology milestones for Estée Lauder and The Estée Lauder Companies: their first use of badges or the Proof of Attendance Protocol (POAP) and their first wearable NFTS.

“At ELC, we use technology to reinvent and redefine the way consumers around the world explore and express their individual beauty, not just in the physical world, but [también] that now [lo hacen] in the digital world,” said Michael W. Smith, chief information officer of The Estée Lauder Companies.

“With this groundbreaking activation of blockchain, the Estée Lauder brand will make its mark on the Metaverse and drive consumer engagement and loyalty in a revolutionary way. Advanced Night Repair’s digital wearable NFT signature will transcend Fashion Week in the Metaverse and represent a significant milestone at the intersection of technology and beauty,” he concluded.