So many beauty brands are entering the metaverse and embracing NFTs. NYX Professional Makeup is hosting a virtual Meta-Pride parade, L'Oréal Paris auctioned an NFT lipstick, Estee Lauder created an NFT wearable, and earlier this year, MAC launched Keith Haring lipstick NFTs.

Clinique created its first NFT last year, and now the Estee Lauder Companies' brand has launched 3 makeup collection NFTs with its first makeup NFT campaign—and it aims to be inclusive and diverse.

Clinique's NFT 'Metaverse More Like Us' Campaign

Clinique recruited makeup artists 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. The campaign addresses the lack of diverse avatars and the marginalization that currently exists in the digital world.

Clinique's Carolyn Dawkins, senior vice president of global marketing, analytics and online, comments, “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."

Clinique launched the campaign in partnership with Daz 3D, creator of one of the world's most inclusive avatar collections.

Daz 3D's Jessica Rizzuto, senior vice president of eCommerce, comments, “From our ground-breaking NFT collections, like Non-Fungible People, to this partnership with Clinique, we are breaking barriers and challenging the status quo. Through this campaign and the stunning NFT makeup looks, we are proud to bring this to life in the Metaverse."

Dawkins adds, "We are proud to collaborate with leaders in the space, such as Daz 3D, and artists who help us bring optimism through artistry.”  

Clinique also worked with Cathy Hackl, Metaverse authority and one of the leading women in Web3, on the strategy for this campaign. 

The Makeup Looks

The campaign's makeup artists—Tess Daly, Sheika Daley, and Emira D’Spain—curated two looks each to round out the campaign's six looks, all created to fit all skin tones, face shapes, and hairstyles.

The makeup artists, using their favorite Clinique products, will share the inspiration behind their looks on social media. 

Using their favorite Clinique products, each makeup artist pulled from their own unique inspiration to curate their two looks—one real-world and one fantastical. Here's more about each—

Sheika Daley's Look

• Daley's makeup look referenced the trend for nostalgia, with one look inspired by an animated TV series from the 80s, and the second inspired by a subtle take on bold, confident runway looks.

Emira D’Spain's Look

• D’Spain tapped into the duality between the feminine and bold touchpoints within all of us to create her looks.

Tess Daly's Look

• Daly's inspiration focused on edginess and graphic elements tied into the ombre technique that can be applied to every eye shape.

See the looks and products used to create each at Clinique's campaign site.

The NFT's Drop This Summer

Each of the three NFT makeup drops will be offered to 1968 randomly selected avatar NFP collection holders.

The three drops will kick-off this summer, with the first 1968 avatars receiving their NFTs in July, the second drop in August and the third drop occurring in September. 

Clinique will leverage Polygon, a Proof of Stake verifying mechanism for Ethereum.

 

 

 

 

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