Clinique, Nars, Estée Lauder, Charlotte Tilbury and other beauty brands' metaverse initiatives have one thing in common:…

Clinique, Nars, Estée Lauder, Charlotte Tilbury and other beauty brands’ metaverse initiatives have one thing in common: each in its own way fails to meet customers where they consume beauty content, giving these projects a feeling of existing because the brands think they have to have some sort of web3 presence.⁠

We aren’t going to talk about these things much beyond that initial burst of publicity, writes beauty editor-at-large Rachel Strugatz. And while you could say many of the same things about fashion’s NFT experiments, it’s easier to envision a world where those brands build real businesses selling virtual clothing or other products. It’s harder to imagine people applying an Advanced Night Repair serum NFT to enhance their avatar’s skin, and no beauty brand has come up with a truly compelling future for this technology in their industry.⁠

Read the full story by BoF’s Editor-at-Large Rachel Strugatz. [Link in bio]⁠

✍🏻 @strugatz⁠
📷 @clinique⁠

#clinique #nars #esteelauder #beautynews #nft #nfts #metaverse #meta⁠

(SOURCE) https://www.instagram.com/p/CfHllP_u-hT

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