Wella Professionals Introduces a Digital Beauty Tool, “The Wella Generator”
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Wella Professionals partners with Coveteur to launch “The Wella Generator” initiative.
Participants will have a chance to receive brand vouchers, virtual haircare consultations, and other perks.
Leading digital beauty company Wella Professionals partners with the creative agency Coveteur to enter the web3 space. On May 31, the companies will launch an initiative dubbed “The Wella Generator.” The project will enable individuals to mint an unlimited number of “powerful and stylish” NFT avatars for 14 days.
The brand’s fans that participate in the initiative will receive brand vouchers, virtual haircare consultations, and other perks. In addition, individuals will also benefit from sweepstakes powered by the web3 payment provider MoonPay and the creative agency Otherlife. For instance, users will have the possibility to receive discounts for Wella Professionals’ products, hair makeovers, and one-to-one consultations with the brand’s haircare specialists.
“For over a decade, Coveteur has partnered with industry leaders to push the boundaries around personal style and self-expression through digital storytelling at Coveteur. Today, we’re taking the next step with Wella Professionals in an entirely digitally-first web3-powered world that is gamified and artistically in sync with both brands through a series of illustrations representing the transformative haircare,” said the Head of Brand at Coveteur, Leya Kaufman.
Wella Professionals is not the first beauty company to release a web3 initiative. In November 2022, Maybelline New York and L’Oréal Professionnel partnered with Ready Player Me to create a set of ten makeup and hair looks.
In January this year, NYX Makeup launched the first-ever beauty-themed DAO. Called “GORJS,” the organization aims to democratize the beauty industry by providing a space for independent creators.
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