Clinique (Estée Lauder Companies) has launched a limited-edition non-fungible token (NFT) in a bid to modernize its customer experiences and establish a new presence in the metaverse, it says.
The brand has created three editions of its first NFT, which is called MetaOptimist. MetaOptimist is described as a digital representation of Clinique hero products, such as Moisture Surge 100H and Almost Lipstick Black Honey. Clinique is the first brand in the Estée Lauder Companies (ELC) portfolio to launch an NFT.
Instead of selling the NFTs, Clinique is giving its Smart Rewards members the chance to win one of the digital pieces, in addition to other perks, through a social-media competition.
Participants need to answer the question: “How do you bring hope and optimism to the people around you, and who brings a smile to your face?” on one of three social-media platforms: Instagram, TikTok or Twitter. Consumers have until November 2 to post their responses. Clinique judges will then choose three winners from the entries.
The winners will each receive a Clinique NFT, early access to the 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 10 years. NFTs will be sent to the winners’ digital wallets following confirmation by Clinique that the winner has accepted the terms and conditions for the MetaOptimist digital collectible and NFT provided on the redemption page.
Clinique worked with Futures Intelligence Group CEO Cathy Hackl to co-create the strategy for brand’s first NFT drop.