Users will be able to go inside Advanced Night Repair‘s brown apothecary bottle to receive the wearable NFT, which gives users’ avatars a “glowing, radiant look,” according to a statement from the brand.
, to educate consumers on its sustainability measures, earlier this year.
Lauder’s strategy, though, isn’t to coax existing consumers into the metaverse, but rather attract potential customers who are already spending time in virtual realities. “At first, we are really looking for compelling events where we can participate and reach this new consumer,” said Jon Roman, senior vice president of global consumer marketing and online, Estée Lauder. “I don’t think we want to just create something that we have to promote on our own, or drive people to the metaverse.
Although the Advanced Night Repair NFTs are designed to bolster brand awareness, the overarching goal for the brand is to narrow the gap between virtual realities and physical points of sale. “It makes sense to link [the metaverse] to the physical world, and physical products. That would be the ultimate goal,” Roman said. “However, it’s not a one-step process. We realize that it’s about creating excitement, demand and brand love with the metaverse, and then identify new consumers.
What that may look like, though, is to be determined. “A lot of that is going to depend on how the metaverse develops,” Roman said. “Ultimately, we think it’s going to be a mixed-reality type of universe. You’re not going to have people who live exclusively in the metaverse. There’s going to be a lot of mixing, so we need to figure out how to be ready for that and take advantage of that mixed reality.
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