Clinique steps up digital experiences with NFT competition

By Becky Bargh | Published: 26-Oct-2021

Beauty brand is first in the Estée Lauder Companies portfolio to launch a digital NFT

Beauty stalwart Clinique is upping its digital consumer experiences with its debut collectable non-fungible token, or NFT.

Called MetaOptimist, the assets are described as a ‘digital embodiment of the brand’, and Clinique has developed just three editions of its NFTs as part of a social media competition.

Clinique Smart Rewards members can be in with a chance to win the one of the three NFTs and receive an annual assortment of products over the next decade, by expressing to the brand what makes them joyful.

A video or photo should be posted on Instagram, TikTok or Twitter with the hashtag #MetaOptimist, #Clinique and #Contest, explaining what brings them optimism, to enter the draw.

“At Clinique, we’re continuously searching for opportunities to innovate and provide consumers with unique, engaging ways to interact with our brand,” said Carolyn Dawkins, Senior VP of Clinique Global Online.

“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.”

And this new venture is not just a case of jumping on the virtual bandwagon.

According to Clinique, it will continue to leverage solutions of the NFT marketplace as part of its long-term consumer engagement strategy.

The venerable brand also becomes the first in the Estée Lauder Companies (ELC) portfolio to launch an NFT.

“As consumers continue to experiment with digital ownership and digital communities, ELC will keep advancing what is possible for our brands,” said ELC’s Chief Information Officer, Michael Smith.

“ELC 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.”

NFTs make their mark

Forward-thinking retailers and cosmetics brands have benefitted from establishing NFTs and integrating into the world of cryptocurrencies since they have become more mainstream in beauty.

NFTs are a unit of data stored on a digital blockchain that can be bought and sold like any other piece of artwork, or property for that matter, but has no tangible form.

The NFT is a certified for a virtual asset, and has seen brands including Jeffree Star and Ciaté London join the trend.

Another major advancement for the world of crypto was The Hut Group’s (THG) decision to add Bitcoin and other virtual currency payments to all 30 of its brand websites, including Lookfantastic, MyProtein and

Mode, the supplier of the QR code payment method for THG, said that these solutions for merchants selling via THG’s websites are a ‘cheaper, safer and smarter’ alternative to card payments.

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