Shiseido launches 'world-first' NFT community programme

Shiseido is celebrating its 150th anniversary with the launch of an NFT-based community programme, #AliveWithBeauty.

The company has launched the community programme with a collection of NFT membership tokens, co-created with artificial intelligence and five "inspirational female pioneers". These include:

• Dr Alex Box, Identity Designer and Beauty Futurist.
• Mary Greenwell, Award-winning MUA.
• Lauren Ingram, Founder of Women of Web3.
• Kaushal, Beauty and wellness influencer.
• Sharmadean Reid, Founder of The Stack World.

Shiseido has launched 150 NFTs, with each edition featuring the company's Japanese Camellia shape as the base form. The design was co-created using "pioneer-inspired words that reflect what beauty and the future of Web3 means to them". The AI-generated designs were then finalised by creative agency CULT.

Initially, the NFTs will also unlock a series of exclusive rewards to "give back to Shiseido's long-standing community". This includes up to £1,000 worth of skincare and samples throughout the year, tickets to online and offline events, and access to exclusive content.

Romain Carrega, Prestige Director at Shiseido EMEA, said: "For our 150th anniversary, we wanted to take the opportunity to celebrate this unique moment with our communities, and deliver an artful piece that builds on our rich heritage while leveraging the latest AI technologies - combining the best of the past and the future.

"Blockchain and AI solutions are opening up new ways to enrich and expand the dialogue with our community, and we intend to keep exploring communication and services in that area, faithful to our mission of bringing beauty innovations for a better world."