Global skincare brand Nivea’s first entry into the NFT world proves a huge success. The NFT, “The Value of Touch”, launched on December 13th. The collection of 15,000 NFTs sold out in less than 72 hours, proving that we need to look after our skin, even in the metaverse.
Furthermore, the NFTs were released for free, enabling everyone to get one if they wanted. Affordability is a crucial aspect of the Nivea ethos. They chose to provide a free project as they began their metaverse journey.
The Nivea NFT is free
The digital artwork for the Nivea NFT is by Clarissa Baldassarri, an Italian visual artist. Clarissa had temporary visual impairment early on in her career as a painter. The experience inspired her, and she rediscovered art through a process she refers to as ‘conscious touch’.
The wider project is the creation of Publicis OneTouch. They are a bespoke agency model from Publicis Groupe for NIVEA. Kim Piquet, Executive Director Social, PR and Platform Creativity for Publicis OneTouch stated, “We looked at NFTs through a different angle than that of exclusivity. Our Nivea NFT is valuable not because it is rare, but because it is free.”
Meanwhile, as well as costing nothing, fans didn’t even need a crypto wallet to claim their NFT. Nivea wants to focus on accessibility as they enter the metaverse space. Many who collected the Nivea NFT would have been entirely new to the space, so it is excellent to see them promoting this.