Estée Lauder offers free NFTs at Decentraland's Metaverse Fashion Week

Estée Lauder has taken a deep dive into the metaverse, emerging as the exclusive beauty partner of the very first Metaverse Fashion Week in Decentraland.

Scheduled from 24 to 27 March, the cosmetics giant will unveil its first NFT inspired by one of its hero product, the Advanced Night Repair serum.

Designed by the virtual creator Alex Box, the NFT will be available 10,000 copies and will be complimentary to Estée Lauder's store during Metaverse Fashion week. According to the brand, those who receive the NFT will be able to go inside the bottle and apply the virtual serum to give their avatars a "glowing, radiant look".

Stéphane de La Faverie, Global Brand President of Estée Lauder and Aerin Beauty, told WWD that the NFT drop "marks a pivotal point for Estée Lauder in how we reach and engage new and existing customers in the metaverse."

L'Oréal Paris, Givenchy Beauty and Gucci are among the beauty brands that have already capitalised the metaverse. Estée Lauder’s Clinique introduced its first-ever NFT last year.

Jon Roman, Senior Vice President of Global Consumer Marketing and Online, Estée Lauder added: "I don’t think we want to just create something that we have to promote on our own, or drive people to the metaverse. We really want to operate within the metaverse environment to introduce our brand to consumers that are in the metaverse already."