Working with Taiwanese dancer and choreographer Wen-Chi Su, La Prairie are ‘the first luxury brand and the first skincare brand to launch its NFT series on the WenChang Chain open blockchain platform. The NFTs could be obtained by travel retail customers as a gift with their purchase during a 2-month period at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. The campaign was also part of the White Caviar Illuminating Essence product launch.
Customers could opt to minimise the amount of carbon dioxide emitted to produce La Prairie’s White Caviar Illuminating Essence thanks to the brand’s collaboration with Swiss environmental organisation Climeworks. Participants are presented with an e-certificate for their personal carbon emission offsetting, therefore continuing a recent marketing trend in the luxury industry.
“The brand has also raised the bar higher and offers limited NFT digital art collectibles for the first time, to invite clients to immerse into La Prairie’s metaverse.”
“…offer a blend of luxury, artistic yet immersive experience to our travellers.”
“The brand has also raised the bar higher and offers limited NFT digital art collectibles for the first time, to invite clients to immerse into La Prairie’s metaverse.”
AR driven, NFT powered
La Prairie show their will to innovate and speak to a new generation of audience (climate change, virtual communities) that will spend more time in virtual environments.
- forward-thinking, future-proof branding
- interaction creates leverage (emotional bond)
- market extension
- consumer-centric experience
