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Beauty brand Clinique has launched its first digital collectible represented by a limited edition non-fungible token.
The three editions of the NFTs, according to a press release, is called "MetaOptimist." Instead of selling the NFTs, Clinique is giving smart rewards members the chance to receive the NFT, and an assortment of products once a year over the next decade by asking them to share stories of optimism and their hopes for the future.
"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 the 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. Today's 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 first stage of Clinique's digital collectible experience leverages Polygon, an interoperable scaling solution for Ethereum, which consumes a fraction of the electricity of other blockchains. Through a community-based approach and an intuitive user interface, Clinique will leverage the solution's NFT marketplace to integrate authentic, interconnected, real-time experiences into its long-term consumer engagement and marketing strategies.
"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 said in the 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."
The 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 winning Smart Reward members will each be awarded with Clinique's first limited-edition NFT, early access to Black Honey Almost Lipstick physical product when it is back in stock and the opportunity to receive an assortment of Clinique products once a year for the next decade.