How the metaverse can become a new frontier of creativity for beauty brands

A file picture shows an Estee Lauder cosmetics counter in Los Angeles, California. Photo: Reuters

Estee Lauder is participating in Decentraland's Metaverse Art Week (Aug 24 - 28) with an exclusive Proof of Attendance Protocol (POAP) designed by Dr Alex Box, renowned identity designer and one of the first women to pioneer the concept of Beauty Futurism.

Continuing to innovate at the intersection of beauty, art and technology, Estee Lauder's POAP experience is inspired by the legacy of the brand's visionary founder, Estee Lauder, and incorporates the brand's iconic cartouche.