Estée Lauder has been named as the official beauty partner for the Decentraland Metaverse Fashion Week.
The event is the first-ever large-scale virtual fashion week in the metaverse.
Launching today (24 March) until 28 March, the American beauty giant is giving away a complimentary wearable NFT to participants that join the digital experience.
Inspired by its hero Advanced Night Repair serum, the NFT will give users’ avatars a glowing aura.
100,000 of the free NFTs can be claimed through the digital experience.
“We are thrilled to be the exclusive beauty brand participating in Metaverse Fashion Week,” said Stéphane de La Faverie, Global Brand President for Estée Lauder Companies.
“It marks a pivotal point for Estée Lauder in how we reach and engage new and existing consumers in the metaverse.
“The creativity, innovation and fearlessness of our trailblazing founder has always inspired us to push boundaries.”
de La Faverie also described the move as a “groundbreaking” way to connect with a new generation of consumers.
Michael Smith, Chief Information Officer at Estée Lauder Companies, also said that technology is reinventing how consumers express their individual beauty.
“Through this innovative blockchain activation, Estée Lauder brand will make its mark in the metaverse and drive consumer engagement and loyalty in a breakthrough way,” he said.
“The Advanced Night Repair NFT wearable and digital badge will live on beyond Metaverse Fashion Week and represent a significant milestone at the intersection of technology and beauty.”
Meanwhile, last week, Lottie London, a UK-based beauty name, also entered the Decentraland metaverse to give a preview of its collaboration with nail artist Chaun Legend.
2,000 guests are said to have entered the space to virtually look up the launch.