Estée Lauder is entering the metaverse through the front door. As an exclusive partner of the very first Metaverse Fashion Week, scheduled from March 24 to 27, the cosmetics giant will unveil its first NFT inspired by one of its iconic products — the brand’s Advanced Night Repair serum.
On your marks, get set, go! The first fashion week in the metaverse will kick off in a few days’ time in Decentraland, which will host some of the world’s biggest luxury houses as they present their new collections, between virtual shows and online after parties. But this fashion week will not only take place on the catwalk, with events and surprises planned by brands from other horizons. Such is the case of Estée Lauder, which is due to present its first NFT, Women’s Wear Daily ( WWD ) reports.
And it’s the cosmetics giant’s famous Advanced Night Repair serum that will be the starting point for this NFT. It’s hard to imagine avatars applying a face cream in this parallel world, you might think, but here, users will be able to go inside the product bottle to retrieve the said NFT, which will then give their avatar(s) a « glowing, radiant look, » according to the specialist site.
Roman added that the ultimate goal would be to “link the metaverse to the physical world” and physical products, but to achieve that “step by step”. For Roman, the metaverse and physical world will exist as part of a “mixed reality” and the challenge for the company is how to capitalize on that dynamic.
The 10,000 Advanced Night Repair-inspired NFTs are available for free to users who visit the Estée Lauder lineup during Metaverse Fashion Week. Running from March 24 to 28, the event is arguably one of the most important Decentraland events of all time.