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

NEW YORK- – (BUSINESS WIRE)- – Estée Lauder will be the select magnificence brand partaking in Decentraland Metaverse Fashion Week, the very first huge scope virtual style week in an on-chain metaverse.

To make a remarkable virtual magnificence experience, Estée Lauder has collaborated with Alex Box, a noticeable female craftsman in the metaverse space, to make a unique non-fungible token (NFT) wearable roused by the brand’s #1 serum, Advanced Night Repair.

Clients will actually want to venture inside the notorious Advanced Night Repair “Little Brown Bottle” to open a computerized identification or Proof of Attendance Protocol (POAP) and guarantee one NFT wearable that gives their symbols a shining, brilliant quality roused by Advanced Night Repair.

From March 24th – March 28th, a restricted amount of 10,000 of the free Advanced Night Repair NFT wearables can be guaranteed by participants of Metaverse Fashion Week. Clients just require a MetaMask or other crypto wallet that acknowledges Ethereum and Ethereum tokens (ERC20 Tokens). The wearable will be accessible however long the client wishes.

“We are thrilled to be the exclusive beauty brand participating in Metaverse Fashion Week. It marks a pivotal point for Estée Lauder in how we reach and engage new and existing consumers in the metaverse,” said Stéphane de La Faverie, Global Brand President, Estée Lauder and AERIN Beauty and Group President, The Estée Lauder Companies. “The creativity, innovation and fearlessness of our trailblazing founder has always inspired us to push boundaries. When the original Night Repair launched, it completely revolutionized the skincare category and continues to disrupt the industry today. It was the perfect fit to create our experience in the Metaverse around this iconic product, immersing consumers in the world of Advanced Night Repair, and bringing Estée Lauder to a new generation in a groundbreaking way.”

“The metaverse opens up new possibilities to experience the narrative of beauty,” said Alex Box. “For this exclusive 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 enactment addresses two innovative achievements for Estée Lauder and The Estée Lauder Companies: its first utilization of identifications or Proof of Attendance Protocol (POAP) and its first wearable NFTs.

“Across ELC, we’re using technology to reinvent and redefine how consumers worldwide explore and express their individual beauty—not just in the physical world but now, in the digital world,” said Michael W. Smith, Chief Information Officer at The Estée Lauder Companies. “Through this innovative blockchain activation, Estée Lauder brand will make its mark in the Metaverse and drive consumer engagement and loyalty in a breakthrough way. The Advanced Night Repair NFT wearable and digital badge will live on beyond Metaverse Fashion Week and represent a significant milestone at the intersection of technology and beauty.”