Exclusive: Shiseido Launches World’s First AI-Powered NFT Community Program in Beauty

Shiseido amplifies its metaverse activations to celebrate its 150th anniversary. In collaboration with Cult, a UK-based Web3 agency, the Japanese beauty giant has unveiled its #AliveWithBeauty campaign with a limited collection of 150 exclusive NFTs.

The launch marks a global first for the beauty industry, thanks to its focus on AI-powered technology. Using artificial intelligence as a co-creation tool, the project ran a series of words related to beauty and Web3 through a language processing system, which then developed a series of AI-informed artworks. The digital creations were each completed “with a human touch” by Cult’s in-house creative team.

“NFTs and Web3 provide a new playground for brands to grow and nurture their existing communities, as well as opening the doors to new ones,” said Bridley-Rae Lipscombe, CEO and co-founder of Cult. Jing Daily. “This utility and value-based approach to NFTs is key to driving long-term brand engagement and developing customers into lifelong advocates.”

Lipscombe describes the #AliveWithBeauty campaign as the next step in Shiseido’s digital transformation journey, inviting fans to engage with the brand through new innovations.

To promote accessibility in the metaverse, Shiseido is giving away tokens for free through a prize draw. Entrants can enter the competition by simply entering their email address via the brand’s website, where winners will be notified once the draw closes on 28 February. Shiseido is also partnering with NFT platform Exclusive — a carbon-neutral platform that creates virtual wallets for consumers — so that those with no prior knowledge of NFT or crypto can participate.

Alongside product innovation and emerging technology, the J-beauty conglomerate also wants to focus on increasing customer value. The latest project does so by offering exclusive NFT ownership and access to Shiseido’s tight-knit community, where enthusiasts can unlock rewards and build a more connected relationship with the brand.

Token holders will be offered £1,000 ($1,197) in skincare and samples throughout the year, tickets to both online and offline events and other rewards as the program evolves over time.

The label also invited five female forces for change to join the new community, each with an extensive background in beauty, technology and Web3. The five industry leaders, which include beauty and wellness trailblazer Kaushal and founder of the Women of Web3 collective Lauren Inghram, were given one of the symbols and will lead the new campaign.

Shiseido’s strategy remains ambitious – a mentality that’s necessary when facing a host of top beauty competitors. But its determination pays off. The label’s commitment to offering personalized service over gimmicks has helped consolidate its strong reputation in the physical world. Now the latest effort means it’s also one to watch in the online arena.