- NIVEA enters the world of NFTs (non-fungible token) to explore
the value of touch
- Based on the belief that touch should be accessible to all,
NFTs are offered for free
- Temporarily visual impaired artist uses touch to create
digital artwork
HAMBURG, Germany, Dec. 13, 2021 /PRNewswire/ -- Skincare brand
NIVEA is tapping into the connected world of NFTs (non-fungible
token) to showcase the value of touch through digital art. NIVEA
believes in the importance of touch for mental and physical health,
putting the accessibility of touch for all in the spotlight through
a limited edition of a NIVEA NFT art piece that
is available for free.
Non-fungible touch
NFT technology normally allows people to trade and own
high-value tokens like art, collectibles, or real estate via
cryptocurrencies and has recently become increasingly popular in
the art world. With the "Value of Touch", NIVEA wants to bring
attention to the power of touch, using NFTs to discuss the value
society currently attributes to it, and to spark a discussion about
how touch can be valuable and powerful, even if freely
available to all.
The artist behind NIVEA's NFT art piece is Clarissa Baldassarri, an Italian visual
artist who suffered from temporary visual impairment early on in
her career as a painter. The limitations she experienced inspired
her to rediscover art through what she calls a conscious touch.
NIVEA's NFT art will be minted on Polygon and will be
available as a limited edition for free via a dedicated NIVEA
website. NIVEA is the first mass brand to offer free NFTs that
represent the value of touch.
Touch with purpose
When loneliness takes up more space in people's
lives, human touch and feeling connected to others
can make a fundamental difference. "The Value of Touch" is
part of NIVEA´s brand purpose "Care for Human Touch to Inspire
Togetherness", launched in January
2021. Through this the brand supports human touch
projects to promote the quality of
life for people at risk of loneliness. By 2025,
NIVEA aims to globally invest 20 million
Euro in human touch projects with positive impact
on the individual health and well-being of more than 150.000
people. Ultimately, each of these project outcomes cater to a
strengthened sense of human connectedness and resilience, and
thereby alleviates feelings of loneliness.
NIVEA´s "The Value of Touch" NFT art can be claimed for free at
nivea.com/thevalueoftouch.
More content about the project can be found at NIVEA´s global
Instagram page @nivea.
Additional information can be found at www.beiersdorf.com.
#CareForHumanTouch #TheValueOfTouch
Photo -
https://mma.prnewswire.com/media/1707324/Beiersdorf_NFT_Artist.jpg
Photo -
https://mma.prnewswire.com/media/1707323/Beiersdorf_NFT_Art.jpg
Logo -
https://mma.prnewswire.com/media/1707315/Beiersdorf_Logo.jpg