Beauty Brands Embrace Nfts Free Digital Collectibles With Exclusive Benefits

The beauty industry is increasingly exploring the intersection of technology and consumer engagement through non-fungible tokens (NFTs). Several established beauty brands have begun offering free NFTs as promotional tools, providing consumers with digital collectibles that unlock exclusive benefits, early access to products, and unique experiences. This article examines how beauty companies are leveraging blockchain technology to create new forms of consumer interaction and the opportunities available for consumers to obtain these free digital collectibles.

Beauty Brands Offering Free NFT Samples

Several prominent beauty brands have launched NFT collections as part of their marketing strategies:

Estée Lauder

Estée Lauder entered the web3 space in March 2022 by offering 10,000 free NFTs during the Metaverse Fashion Week in Decentraland. These NFTs, created in collaboration with virtual creator and makeup artist Alex Box, were inspired by the brand's Advanced Night Repair serum. Participants had to engage in an experiential journey where they entered a virtual bottle of the serum and applied it to their avatars to achieve a radiant look.

In August 2022, Estée Lauder participated in Decentraland's Metaverse Art Week with an exclusive POAP (Proof of Attendance Protocol) designed by Alex Box. The POAP could be claimed at three different stations: the Sculpture Garden, CashLabs Gallery, and ArtNet location. Once claimed, holders received exclusive access to upcoming web3 activations from the brand.

MAC Cosmetics

MAC Cosmetics paid tribute to artist Keith Haring with its first NFT collection in April 2022. While specific details about distribution methods or benefits are not provided in the source material, this collection represents MAC's entry into the NFT space.

Nivea

Nivea collaborated with artist Clarissa Baldassarri, who experienced temporary blindness early in her career, to create 15,000 free NFTs using her "Blind Portrait" technique. These NFTs, described as "accessible while incredibly valuable and powerful," were all claimed within 48 hours of release. The collection was inspired by Nivea's exploration of touch as a valuable sense.

Charlotte Tilbury

In November 2022, Charlotte Tilbury launched "Charlotte's Beauty Realm," a 3D virtual store in partnership with e-commerce platform Obsess. This virtual beauty space offered users the ability to create personalized avatars with specific hair colors, skin tones, and body types. Users could try on products, shop directly, and learn from the brand's makeup artists through livestreamed content. The platform also featured a "shop with friends" option. Participants who experienced the virtual store received a free NFT, created in partnership with POAP Studio, which provided access to exclusive products and beauty experiences.

NYX Professional Makeup

NYX Professional Makeup ventured into web3 in June 2022 by partnering with The Sandbox and People of Crypto to create "the Valley of Belonging space" for Pride Month. The brand's avatar collection represented 84.3% of people, featuring over 36 skin tones and a diverse range of ethnicities, sexual orientations, and gender identities.

NYX recruited nine artists for "Team Alpha" to create 4,150 NFTs based on their interpretations of beauty, emphasizing diversity, creativity, inclusion, and entertainment. The collection was released in four phases: 1. First phase: Available to members who earned GORJS "crowns" (NFT badges obtained by engaging in quests) 2. Second and third phases: Allocated to allowlist and waitlist members 3. Fourth phase: General sale on OpenSea

Participants had to mint an NFT pass via OpenSea and burn it to access an avatar from the artists' collections. Once revealed, NFT holders could use GORJS crowns to unlock utilities tied to avatar traits. FKWME Pass holders received a Dream Vortex airdrop after the mint closed.

NARS

NARS has engaged with NFTs in multiple ways:

1. In September 2022, NARS Hong Kong celebrated its 20th anniversary with 2,022 NFTs called "POWERICON," inspired by the new NARS Powermatte Lipstick Collection. Created in collaboration with designer Rex Koo, the collection included 1,702 standard avatars and 320 special edition avatars. These NFTs provided holders with priority access to the new lipstick collection, VIP admission to exclusive events, and complimentary makeup services.

2. In February 2023, NARS partnered with Boss Beauties, a female-founded web3 organization, to release the "Odentity" NFT collection. This collection was designed to promote self-expression and creativity and featured two collectibles:

   • One airdropped to Boss Beauties holders, allowing them to transform their backgrounds with an "Orgasm shade" inspired look
   • One available for free claim to all users

3. On July 31, 2023 (National Orgasm Day), NARS introduced the "Orgasm, Activated" collection of 5 NFTs inspired by the brand's iconic "Orgasm" makeup shade. Created in collaboration with 5 web3 artists, one of these NFTs was DJ-music producer Nina Kraviz's "TAKE ME" piece, which sold for $500 and was redeemable for a collection of Orgasm products for cheeks, lips, and eyes.

Clarins

Clarins launched its first NFT collection, "Clarins Precious — As Rare As You," in March 2023 on the Polygon blockchain and Magic Eden marketplace. This collection was created in collaboration with digital artists Ada Sokół and Inès Alpha to celebrate the luxury anti-aging skincare line "Clarins Precious," which features cryoextract of Moonlight Flower (a flower that blooms only one night a year).

The collection consisted of 325 free NFTs launched in two phases: 1. Phase 1: Introduced the NFT collection crafted by digital artist Ada Sokół. BFF (Boss Beauties Fashion Friends) holders received exclusive first access to digital collectibles. 2. Phase 2: Introduced the Instagram filter "AS RARE AS YOU," a personalized AR experience created by artist Inès Alpha.

Each NFT granted access to exclusive rewards, including Clarins Precious products, personalized consultations, and virtual experiences. Four ultra-rare NFTs offered unique rewards for VIP holders.

How to Access Free Beauty NFTs

The process for obtaining beauty brand NFTs varies by campaign and brand:

1. Virtual World Experiences: Some brands, like Estée Lauder and Charlotte Tilbury, required participants to engage in virtual experiences or complete specific actions within metaverse platforms like Decentraland to obtain their NFTs.

2. Direct Claims: Several brands offered NFTs that could be claimed directly through their websites or specific landing pages during promotional periods. These typically required users to provide their email addresses or connect their digital wallets.

3. Minting via NFT Marketplaces: Some collections, like NYX's, required users to mint NFT passes via marketplaces like OpenSea, sometimes requiring the burning of one NFT to access another.

4. Allowlist and Waitlist Systems: Many brands implemented phased distribution systems where certain NFTs were first made available to allowlist or waitlist members before general release.

5. Free Claims with Purchase or Participation: Some NFTs were available for free but required either a purchase or active participation in brand activities or events.

Benefits of Beauty NFTs

Beauty NFTs offer several benefits to consumers:

1. Exclusive Product Access: NFT holders often receive priority access to new product launches, as seen with NARS' POWERICON NFTs providing early access to the Powermatte Lipstick Collection.

2. Special Events and Experiences: Many NFT grants access to exclusive events, both virtual and physical, as well as unique experiences like personalized consultations or AR filters.

3. Physical Product Rewards: Some NFTs, like Nina Kraviz's "TAKE ME" piece from NARS, are redeemable for actual beauty products.

4. Community Membership: NFTs often serve as membership passes to exclusive communities, providing ongoing benefits and engagement opportunities.

5. Digital Collectibles: Beyond practical benefits, NFTs represent digital art and collectibles that can hold aesthetic and potentially monetary value.

Traditional Free Makeup Samples

In addition to NFT-based promotions, traditional free sample programs continue to operate. FreeMakeupSamples.org is one platform that distributes free makeup samples to consumers. According to their information:

• The samples are completely free with no hidden costs or fees
• The process involves choosing samples, clicking "claim now," and completing verification
• Samples typically arrive within 1-3 weeks after request
• The site offers free shipping on all samples
• Sample sizes vary but are described as "generous" to allow full product experience
• The organization states it facilitates real feedback for brands by distributing samples, helping brands improve their products

Comparison Between NFT and Traditional Samples

While both NFTs and traditional samples serve as promotional tools, they differ in several ways:

1. Format: NFTs are digital collectibles on blockchain, while traditional samples are physical products.

2. Access Method: NFTs often require digital wallets or blockchain knowledge, while traditional samples typically require only shipping information.

3. Additional Benefits: NFTs often come with extended benefits beyond the sample itself, such as exclusive access, community membership, or digital art ownership.

4. Value Retention: NFTs may retain or increase in value over time, while traditional samples are consumable with no inherent value retention.

5. Engagement Level: NFT programs often require higher levels of engagement with the brand's digital ecosystem, while traditional sample requests are typically straightforward transactions.

Conclusion

Beauty brands are increasingly exploring NFTs as innovative promotional tools, offering consumers free digital collectibles that come with exclusive benefits, early product access, and unique experiences. From Estée Lauder's experiential NFTs during Metaverse Fashion Week to Clarins' limited collection celebrating rare ingredients, these initiatives demonstrate how beauty companies are leveraging blockchain technology to create new forms of consumer engagement.

While traditional sample programs like FreeMakeupSamples.org continue to offer straightforward ways to try physical products, NFT-based promotions represent a new frontier that combines digital ownership with tangible benefits. As the beauty industry continues to evolve in the web3 space, consumers can expect more innovative approaches to sampling and brand interaction that bridge the gap between digital experiences and physical products.

Sources

1. Case Study: Beauty Brands Glow Up with NFTs
2. FreeMakeupSamples.org