To celebrate its 150th anniversary, Shiseido has launched #AliveWithBeauty – beauty’s first NFT-based community programme.
Co-created with five inspirational female pioneers, the collection of 150 non-fungible tokens marks an exciting new chapter for the world of Web3 wellness
Japanese beauty brand Shiseido recently announced the launch of its NFT-based community programme #AliveWithBeauty.
The Web3 initiative sees Shiseido collaborate with five leading beauty and tech pioneers. Mary Greenwell and Sharmadean Reid MBE – members of British Beauty Council’s Advisory Board – are co-creators, alongside designer & beauty futurist, Dr Alex Box, founder of Women of Web3, Lauren Ingram, and beauty & wellness influencer and best-selling self-care author, Kaushal.
Together, they have created 150 NFTs that capture the essence of Shiseido using AI technology. Five tokens will be owned by the five contributing industry entrepreneurs, however, the other 145 are now available to claim via a sweepstake.
The tokens feature Shiseido’s signature Japanese Camellia shape as the base form. Each design is then made unique via pioneer-inspired words that reflect what beauty and the future of Web3 mean to each of the co-creators.
Once claimed, the NFTs will initially unlock a series of exclusive rewards, including up to £1,000 worth of skincare and samples across the year, online and offline event tickets, and exclusive content access. With further rewards available exclusively to token holders as the programme continues to develop.
Romain Carrega, Prestige Director, Shiseido EMEA notes, ‘…Blockchain and AI creative solutions are opening up new ways to enrich and expand the dialogue with our community, and we intend to keep exploring communication and services in that area, faithful to our group’s mission of bringing ‘beauty innovations for a better world’.’
The move follows the parent company’s industry-leading foray into the metaverse last year, which saw Nars become one of the first brands to launch avatar makeup on the global online gaming platform, Roblox. Unlocking a virtual resort wardrobe for avatars, the worldwide campaign was a huge hit, with Shiseido’s Senior Vice President of web3/Metaverse Group, Dina Fierro citing the success as a ‘very compelling opportunity for real-world brands in the virtual world’.
What’s more, the brand’s chief digital officer, Angelica Munson made an appearance at WWD’s Digital Beauty Forum, where she revealed Shiseido’s continual evaluation of growth opportunities in developing digital domains to drive meaningful connections with consumers – from the metaverse to consumer try-on and diagnostic tools
Shiseido fans keen to get their hands on one of the 145 available #AliveWithBeauty NFTs can do so via the brand’s dedicated #AliveWithBeauty signup page. The winners will be announced Friday 3 March 2023.
