Beauty brand Clinique has revealed a new non-fungible token (NFT) campaign in partnership with digital artist Daz 3D, creators of NFP (non-fungible people), addressing the lack of representation in the metaverse.
As part of the initiative, Clinique has collaborated with a diverse group of leading global makeup artists and creators, including 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.
“From the beginning, Clinique has always been committed to developing products that deliver exceptional results and address all skin concerns, whilst delivering better experiences for our consumers along the journey,” says Carolyn Dawkins, senior vice president, global marketing, analytics and online, Clinique. “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. We are proud to collaborate with leaders in the space, such as Daz 3D, and artists who help us bring optimism through artistry.”
“Over the past 20 years, Daz 3D has consistently created inclusive representation in the digital environment and is thrilled to continue this tradition with Clinique,” said Jessica Rizzuto, SVP of e-commerce at Daz 3D, in a release.
Rizzuto said: “Our groundbreaking NFT collections, like Non-Fungible People and our partnership with Clinique, are breaking barriers and challenging the status quo. Through this campaign and the stunning makeup looks, we are proud to bring this to life in the metaverse.”
The campaign’s inclusive group of makeup artists and creators (Daly, Daley and D’Spain) each curated two looks to round out the campaign’s six looks. All were created with diverse NFPs in mind, allowing them to fit all skin tones, face shapes and hairstyles.
Each of the three NFT makeup drops will be offered to 1,968 randomly selected avatar NFP collection holders. The three drops will kick off this summer, with the first 1,968 avatars receiving their NFTs in July, the second drop in August and the third drop occurring in September.