THE WHAT? Shiseido has announced the launch of what it is claiming to be the first ever NFT-based community program. #AliveWithBeauty, as the initiative has been named, has been co-created with AI and five female pioneers.
THE DETAILS To celebrate its milestone anniversary, the J-beauty giant has unveiled 150 NFTs with each edition featuring its signature camellia shape as the base form. The AI-generated designs were finalized with a human touch by creative agency CULT.5.
The NFTs will be hosted on Exclusible, a carbon-neutral platform which promotes accessibility.
THE WHY? Romain Carrega, Prestige Director, Shiseido EMEA, reveals, “For our 150th anniversary, we wanted to take the opportunity to celebrate this unique moment with our communities, and deliver an artful piece that builds on our rich heritage while leveraging the latest AI technologies – combining the best of the past and the future. 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’. ”
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