Clinique made its foray into the metaverse in 2021.
As part of this initiative, Clinique has collaborated with a diverse group of leading global makeup artists and creators, including Tess Daly, Sheika Daley, and Emira D’Spain to design the exclusive NFT “Metaverse More Like Us” Campaign that challenges unrealistic beauty standards and champions individuality.
In the Metaverse, as it stands today, only 20% of users and creators are women, less than 16% of all NFT artists are female, and NFTs with avatars of color and disability are valued lower than white avatars. The “Metaverse More Like Us” Campaign celebrates all beauty and highlights communities not currently represented in the digital world.
“From the beginning, Clinique has always been committed to developing products that deliver exceptional results and address all skin concerns, whilst delivering better experiences for our consumers along the journey,” said Carolyn Dawkins, SVP of global marketing, analytics and online at Clinique. “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. As the Metaverse is blossoming, we know that what we create today can positively impact the beauty standards of the future. We are proud to collaborate with leaders in the space, such as Daz 3D, and artists who help us bring optimism through artistry.”
The campaign’s inclusive group of makeup artists and creators (Daly, Daley and D’Spain) each curated two looks to round out the campaign’s six looks. All were created with diverse NFPs in mind, allowing them to fit all skin tones, face shapes, and hairstyles.
Additionally, the makeup artists, using their favorite Clinique products, will share through social channels the inspiration behind their looks, creative processes, and social causes they are passionate about. Clinique’s unique approach allows each artist to truly explore the potential of the Metaverse and how they can use it to style a collection of NFTs.
Each of the three NFT makeup drops will be offered to 1,968 randomly selected avatar NFP collection holders. The three drops will kick-off this summer, with the first 1,968 avatars receiving their NFTs in July, the second drop in August, and the third drop occurring in September.
Clinique worked again with Cathy Hackl, Metaverse authority and one of the leading women in Web3 on the strategy for this campaign.
Clinique will leverage Polygon, a Proof of Stake verifying mechanism for Ethereum.