Clinique joins NFT foray with limited-edition collectible for members

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Beauty brand Clinique has launched its first limited edition non-fungible token (NFT), establishing its presence in the metaverse. The NFT by Clinique is called MetaOptimist and comes in three different editions. According to Clinique, MetaOptimist brings the brand's heritage to life, embodying its promise of great skin for the future. The NFTs also give its consumers the opportunity to own a limited-edition digital representation of its iconic hero products Moisture Surge 100H and Almost Lipstick Black Honey.

However, unlike most brands, Clinique is not selling its NFTs. Instead, its Smart Rewards members are given the chance to receive the NFTs, simply by sharing their stories that answer the question, "How do you bring hope and optimism to the people around you, and who brings a smile to your face?". On top of Clinique's NFTs, the three winners will also get early access to the brand's 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.

Clinique tapped Cathy Hackl, CEO of the Futures Intelligence Group, to help co-develop the strategy for Clinique's first unique NFT drop. 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. Clinique plans to take an innovative approach to NFTs, prioritising engagement, entertainment, and accessibility for everyday fans and experienced NFT collectors alike. Through a community-based approach and an intuitive user interface, the brand will also leverage the NFT marketplace to integrate authentic, interconnected, real-time experiences into its long-term consumer engagement and marketing strategies.

Carolyn Dawkins, SVP of Clinique global online, consumer engagement and product marketing, said that it is continuously searching for opportunities to innovate and provide consumers with unique, engaging ways to interact with the brand.

"In the world of NFTs, brand authenticity and consumer excitement are critical, and we think our approach really delivers. 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. 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," she added.

Clinique is also the first brand in the Estée Lauder Companies portfolio to launch NFTs, which reflects its commitment to blockchain technologies and desire to meet its consumers where they are. Estée Lauder Companies' chief information officer Michael W. Smith said that as consumers continue to experiment with digital ownership and digital communities, it will also keep advancing what is possible for its brands. "Estée Lauder Companies 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," he added.

Clinique joins other brands to enter the NFT space. Luxury brand Karl Lagerfeld released two NFTs on its birthday last month, in collaboration with fashion digital platform THE DEMATERIALISED. Meanwhile, August saw DKNY auction its redesigned logo as an NFT for charity, and Louis Vuitton roll out an NFT video game to celebrate the founder's 200th birthday. Vogue Singapore also pushed the boundaries by stepping into the NFT space. Its September issue featuring a unique print cover in the form of a QR code that acts as a portal to two digital-only covers created in partnership with local and international digital designers. It also launched the first NFT mystery box uniting all 28 editions of Vogue to feature a sunrise as a leitmotif indicating a hopeful outlook towards a new dawn.

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