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Nivea, one of the world’s most popular names in the skincare industry, has officially jumped into the world of non-fungible token or NFT. The German personal care brand has entered the digital asset game by teaming up with Clarissa Baldassarri, an Italian visual artist, to showcase the “value of touch.”
Nivea and Baldassarri are releasing NFTs that will feature how touch is valuable to people. Through digital art, the skincare company is hoping to express the value of touch and release them as blockchain-based assets.
Clarissa Baldassarri has a disability after suffering from a temporary visual impairment while she was just starting out with her career as an art painter. Thus, most of her artwork highlights the unequal worth of human touch.
According to Fashion United, Nivea also wants to show the real power of touch after seeing the results of a research where 88% of the respondents said sight is the most important sense while hearing is the second. The NFTs were created using a special raised line drawing kit to make the design.
The kit has a stiff board covered in rubber and a thin plastic sheet. The artist, Baldassarri, made use of a metal awl, the same tool that was used in the development of Braille texts to make the raised line.
Nivea’s NFT will be a batch of limited edition crypto-based art. Art and crypto enthusiasts can expect to see designs that emphasize the value and what a mere touch could bring to the world. The best thing is that the company is giving these NFTs for free as it believes that touch is something that should be accessible to everyone.
“Human touch is a powerful sense as it connects us physically and emotionally, to others and to the world around us,” the publication quoted Nivea’s global vice president, Tobias Collée, as saying in a statement. “We want to support people in their journey to rediscover the world through touch.”
In a separate press release, Beiersdorf Global AG, the parent company of Nivea, stated: “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’ that was launched in January 2021.”
