Beauty brand Clinique on Tuesday (Oct. 19) said it is launching the brand’s first digital collectible: a limited-edition non-fungible token (NFT).
Clinique has created three versions of its NFT, called “MetaOptimist,” and Smart Rewards members will have the chance to get the NFT and a variety of products once a year for the next 10 years when they share their stories of hope for the future with the company.
The Clinique MetaOptimist NFT “represents the promise of great skin for the future,” the company announcement says, and gives NFT enthusiasts the chance to own a limited-edition digital representation of Clinique products Moisture Surge 100H and Almost Lipstick Black Honey.
“At Clinique, we’re continuously searching for opportunities to innovate and provide consumers with unique, engaging ways to interact with our brand,” said Carolyn Dawkins, senior vice president of Clinique Global Online, consumer engagement and product marketing, in the company announcement.
“In the world of NFTs, brand authenticity and consumer excitement are critical, and we think our approach really delivers,” she added. “These NFTs are a uniquely contemporary way to celebrate loyalty and put our consumers in the driver’s seat, with storytelling and engagement at its core.”
The MetaOptimist NFT launch “is just the beginning of Clinique’s journey in the metaverse as we continue to identify ways to meet consumers where they are through modern omnichannel experiences,” the company announcement said.
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Clinique is hardly the first retail brand to inch its way into the metaverse, a game-like immersive digital experience enabled by virtual reality (VR) and augmented reality (AR) technology where millions of gamers, enthusiasts, companies and their products are slowly — or maybe quickly — going mainstream.
Parallels between the connected economy and the metaverse are growing, with AR experiences taking so-called connected concepts to a previously unseen technological level. Experts say metaverse commerce is exploding and the opportunities to grow the sector will continue to be discovered and bring together companies and products and ideas that the world has never seen.
