People have used precious ingredients for centuries to enhance their skin, hair, and nails — but today’s beauty secrets extend to the virtual world.
Clarins, a globally recognized beauty brand, is making waves with its forthcoming Web3 activation, which will give BFF holders exclusive first access to digital collectibles, a one-of-a-kind augmented reality (AR) filter, admittance to a virtual pop-up and 1-on-1 beauty consultations.
“We are incredibly excited to unlock new frontiers of beauty,” said Katalin Berenyi, Clarins Brand general manager.
The move is a significant step for Clarins towards embracing the latest technology and merging real-world beauty with digital self-expression. The Clarins Web3 activation is inspired by its luxury anti-aging skincare line, Clarins Precious, which features an active ingredient extracted from organically grown Moonlight Flowers that bloom one night per year for a short, hours-long window.
The entire campaign will roll out in two phases: First, pre-orders for the 325-item non-fungible token (NFT) collection designed by leading 3D artists will open for BFF holders on February 20. Owning a Clarins Precious NFT will reward holders with 15ml Soft Crème and 30 ml bottle of Lotion, first access to the Clarins Precious virtual pop-up and a 1-on-1 Clarins Precious Live Consultation. On March 21, Phase Two will unveil a first-of-its kind augmented reality (AR) filter designed by a luxury beauty brand artist who has been featured in Allure Magazine.
We can’t reveal too much yet — but we can share that the concept behind the NFT artwork is a time-reversing hourglass. The AR filter will play on the idea of beauty “as rare as you.” Each AR filter will be completely custom-fit to the user’s face, with differentiated elements inspired by the collection’s ingredients. Once a day, like the Moonlight Flower, the AR filter will “bloom” into a more elaborate variation of the artwork. (Those who find it first will be rewarded. 🌸)
Clarins' foray into the metaverse and NFTs has been met with excitement from both the beauty and tech industries. By embracing the latest technology trends, Clarins is showing its commitment to innovation and staying ahead of the curve. This move also opens up new opportunities for other beauty brands to follow in Clarins' footsteps and explore the possibilities of the metaverse and NFTs.
One of Clarins' fundamental practices is to be directly and intimately connected with our consumers through constant listening and dialogue. “While this is our first foray into the world of NFTs, it is not the first time that Clarins has leveraged blockchain technology to create a direct experience around transparency and digital proximity with our audience,” said Berenyi. “Convicted of our principles — amongst them the love of nature and passionate pursuit of sustainability — we see infinite potential and possibilities in the evolving Web3 world to create meaningful connections with our consumers.”
Clarins has been testing the use of blockchain technology to improve traceability of skincare ingredients since 2022. With select products, customers are able to scan a QR code printed on the packaging and connect to Clarins T.R.U.S.T. — a platform that gives customers complete transparency into the journey of each product by leveraging the power of blockchain technology. From sourcing to manufacturing, the innovative platform demonstrates how blockchain can be utilized to bring brands closer to their consumers and fulfill Clarins’ promise of “caring for people and caring for the planet.”
Luxury ingredients are valued for their unique properties — which are often as rare as the most coveted Web3 digital collectibles. Overall, Clarins' NFT debut is an exciting development for the beauty industry. It shows that brands are willing to take risks and try new things to engage with customers in fresh and innovative ways. We can't wait to see what Clarins and other beauty brands will come up with next in the digital space!
Megan DeMatteo is BFF’s Guest Editor.
This is not financial advice. If you don't want to spend money investing in crypto or Web3 — you don’t have to. The intent of this article is to help others educate themselves and learn.