Estée Lauder Participates in Decentraland’s Metaverse Fashion Week as Exclusive Beauty Partner

NEW YORK–(BUSINESS WIRE)–Estée Lauder would be the unique magnificence model collaborating in Decentraland Metaverse Fashion Week, the first-ever large-scale digital vogue week in an on-chain metaverse.

To create a novel digital magnificence expertise, Estée Lauder has partnered with Alex Box, a distinguished feminine artist in the metaverse house, to create an authentic non-fungible token (NFT) wearable impressed by the model’s #1 serum, Advanced Night Repair.

Users will have the ability to step inside the long-lasting Advanced Night Repair “Little Brown Bottle” to unlock a digital badge or Proof of Attendance Protocol (POAP) and declare one NFT wearable that offers their avatars a glowing, radiant aura impressed by Advanced Night Repair.

From March twenty fourth – March twenty eighth, a restricted amount of 10,000 of the complimentary Advanced Night Repair NFT wearables may be claimed by attendees of Metaverse Fashion Week. Users solely require a MetaMask or different crypto pockets that accepts Ethereum and Ethereum tokens (ERC20 Tokens). The wearable will likely be accessible for as lengthy as the person needs.

“We are thrilled to be the unique magnificence model collaborating in Metaverse Fashion Week. It marks a pivotal level for Estée Lauder in how we attain and have interaction new and current shoppers in the metaverse,” stated 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 has at all times impressed us to push boundaries. When the unique Night Repair launched, it fully revolutionized the skincare class and continues to disrupt the trade at present. It was the proper match to create our expertise in the Metaverse round this iconic product, immersing shoppers in the world of Advanced Night Repair, and bringing Estée Lauder to a brand new era in a groundbreaking method.”

“The metaverse opens up new prospects to expertise the narrative of magnificence,” stated Alex Box. “For this unique Estée Lauder wearable, I’m translating the essence of Advanced Night Repair by immersing you in ‘Radiance Aura’, a twinkling constellation of glow and magic.”

This activation represents two technological milestones for Estée Lauder and The Estée Lauder Companies: its first use of badges or Proof of Attendance Protocol (POAP) and its first wearable NFTs.

“Across ELC, we’re utilizing expertise to reinvent and redefine how shoppers worldwide discover and categorical their particular person magnificence—not simply in the bodily world however now, in the digital world,” stated Michael W. Smith, Chief Information Officer at The Estée Lauder Companies. “Through this revolutionary blockchain activation, Estée Lauder model will make its mark in the Metaverse and drive shopper engagement and loyalty in a breakthrough method. The Advanced Night Repair NFT wearable and digital badge will reside on past Metaverse Fashion Week and symbolize a major milestone on the intersection of expertise and sweetness.”

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