10.19.21
Today, Clinique has become the first Estee Lauder Cos. (ELC) brand to launch an NFT, aka "non-fungible tokens."
There are three editions of Clinique's NFT artwork called 'MetaOptimist,' which is described as "a unique digital embodiment of Clinique's brand that represents the promise of great skin for the future." (The name also reminds us of Sotheby's new dedicated NFT marketplace, the 'Metaverse.')
Clinique says its NFT design is a "conceptual molecule" that changes colors based on two of the brand's iconic products—Moisture Surge 100H moisturizer and Almost Lipstick Black Honey. Black Honey went viral on TikTok recently.
Other beauty brands, including E.l.f. and Kenra Professional, have also created their own NFT's. Clinique's is different, however, because it's not for sale.
Clinique Smart Rewards members will have the opportunity to claim this "unique piece of brand heritage," the brand says, by sharing their stories of optimism and their hopes for the future.
Share a Story, Win an NFT
Clinique's 'MetaOptimist' campaign encourages Smart Rewards members to enter the competition through November 2, 2021, by sharing stories on Instagram, TikTok, or Twitter that answer the questions:"How do you bring hope and optimism to the people around you?"
And—"Who brings a smile to your face?"
Clinique's judges will use a standardized set of criteria to determine the three most inspiring entries.
Three winners will receive 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.
NFT's Modernize the Consumer-Brand Experience
Clinique says its decision to launch an NFT "modernizes its consumer experiences and establishes a new presence in the metaverse."Carolyn Dawkins, senior vice president of Clinique Global Online, Consumer Engagement & Product Marketing, says:
"We're continuously searching for opportunities to innovate and provide consumers with unique, engaging ways to interact with our brand. In the world of NFTs, brand authenticity and consumer excitement are critical, and we think our approach really delivers."
Dawkins adds, "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."
She continues, "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."
Tapping a Development Partner
Clinique is taking an innovative approach to digital collectibles by prioritizing engagement.Through its community-based approach and an intuitive user interface, Clinique is leveraging NFT technology to integrate authentic, interconnected, real-time experiences into its long-term marketing strategy.
Clinique tapped Cathy Hackl, CEO of the Futures Intelligence Group, to help co-develop the strategy for its unique campaign and NFT launch.
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.
Michael W. Smith, chief information officer, Estée Lauder Companies, comments, "As consumers continue to experiment with digital ownership and digital communities, we will keep advancing what is possible for our brands."
Smith adds, "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."
Clinique says it will continue to focus on modernizing its consumer experiences and consumer engagement "in the metaverse," now and in the future.
