THE WHAT? Estee Lauder was named as the exclusive beauty brand participating in Decentraland’s Metaverse Fashion Week.
THE DETAILS As part of the virtual experience, the prestige cosmetics brand partnered with Alex Box, a prominent female artist in the metaverse space to create an original NFT wearable inspired by the brand’s serum, Advanced Night Repair.
Users were encouraged to step into the iconic bottle during the event last week to unlock a digital Proof of Attendance Protocol and claim a NFT wearable to give their avatar a glowing radiant aura inspired by the well known skin care product. For the brand and its eponymous parent, the partnership represented two technological milestone: the first use of POAP badges and its first wearable NFTs.
“Across ELC, we’re using technology to reinvent and redefine how consumers worldwide explore and express their individual beauty—not just in the physical world but now, in the digital world,” said Michael W. Smith, Chief Information Officer at The Estée Lauder Companies. “Through this innovative blockchain activation, Estée Lauder brand will make its mark in the Metaverse and drive consumer engagement and loyalty in a breakthrough way. The Advanced Night Repair NFT wearable and digital badge will live on beyond Metaverse Fashion Week and represent a significant milestone at the intersection of technology and beauty.”
THE WHY? Stéphane de La Faverie, Global Brand President, Estée Lauder & AERIN Beauty and Group President, The Estée Lauder Companies, explains, “We are thrilled to be the exclusive beauty brand participating in Metaverse Fashion Week. It marks a pivotal point for Estée Lauder in how we reach and engage new and existing consumers in the metaverse. The creativity, innovation and fearlessness of our trailblazing Founder has always inspired us to push boundaries. When the original Night Repair launched, it completely revolutionized the skin care category and continues to disrupt the industry today. It was the perfect fit to create our experience in the Metaverse around this iconic product, immersing consumers in the world of Advanced Night Repair, and bringing Estée Lauder to a new generation in a ground-breaking way.”
Aesthetic injectable companies refer to businesses or companies that specialize in manufacturing, distributing, or providing aesthetic injectable products and services. These companies focus on developing and supplying injectable substances used for cosmetic purposes, typically administered by qualified medical professionals. Aesthetic injectable companies play a crucial role in the field of aesthetic medicine and cosmetic dermatology by offering a variety of injectable products designed to enhance facial features, reduce wrinkles, and improve overall skin appearance.
Key aspects of aesthetic injectable companies include:
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Product Development: These companies research, develop, and manufacture aesthetic injectables such as dermal fillers, botulinum toxins (e.g., Botox), collagen stimulators, and other specialized formulations. They often innovate new products to meet evolving market demands and technological advancements.
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Distribution and Sales: Aesthetic injectable companies distribute their products through authorized channels, including healthcare providers, medical spas, and aesthetic clinics. They may also sell directly to licensed professionals who administer these treatments.
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Regulatory Compliance: Due to the medical nature of their products, aesthetic injectable companies adhere to strict regulatory guidelines and obtain necessary approvals from health authorities (e.g., FDA in the United States) to ensure safety, efficacy, and quality standards.
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Training and Support: Many companies provide training and educational support to healthcare professionals on the proper use, administration techniques, and safety protocols associated with their injectable products. This ensures that practitioners can deliver treatments effectively and safely.
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Customer Support: Aesthetic injectable companies offer customer support services to healthcare providers and consumers, addressing inquiries, providing product information, and assisting with product usage and troubleshooting.
