Forward-thinking retailers and cosmetics brands have benefitted from establishing NFTs and integrating into the world of cryptocurrencies since they have become more mainstream in beauty. Beauty brand Clinique is upping its digital consumer experiences with its debut collectable non-fungible token. The three editions of the NFTs, according to a company release, is named “MetaOptimist.” Instead of selling the NFTs, the luxury brand is giving Smart Rewards members until Nov. 2, 2021 to enter a contest on one of three social media platforms: Instagram, TikTok or Twitter. The three winners will each be awarded with Clinique’s first limited-edition NFT, early access to Black Honey Almost Lipstick and the opportunity to receive selection of Clinique products once a year for the next decade.
“At Clinique, we’re continuously searching for opportunities to innovate and provide consumers with unique, engaging ways to interact with our brand,” Carolyn Dawkins, senior vice president of Clinique global online, consumer engagement and product marketing, said in a company release. “In the world of NFTs, brand authenticity and consumer excitement are critical, and we think our approach really delivers. 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…”
This new venture is not just a case of jumping on the NFT bandwagon. Per Clinique, it will continue to leverage solutions of the NFT marketplace as part of its long-term consumer engagement strategy. The first stage leverages Polygon, an interoperable scaling solution for Ethereum, which reportedly consumes a fraction of the electricity of other blockchains. Through a community-based approach and intuitive user interface, Clinique will leverage the solution’s NFT marketplace to integrate authentic, interconnected, real-time experiences into its consumer engagement and marketing strategies.
Clinique
“As consumers continue to experiment with digital ownership and digital communities, ELC will keep advancing what is possible for our brands,” Estée Lauder Companies Chief Information Officer Michael W. Smith explains in the company release. “ELC IT has partnered with Clinique to lead us into the future, unleashing a journey to drive loyalty and engagement in a variety of new ways.”
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
