From NFC to the Metaverse: How Clinique is Embracing Digital Marketing with its Packaging

The combination of digital and physical marketing is still uncharted territory for many brands. However, the American manufacturer Clinique is setting new standards for the industry with the launch of their new packaging including a NFC seal. The technology enables customers to receive skin care tips from experts via an app and to exchange information about them with other people. But what does this technology promise for marketing?

Revolutionary NFC-Enabled Packaging for Better Customer Experience

The so-called NFC technology, also known as near-field communication technology, is already used in all common bank cards and cash register systems worldwide. But why not integrate this technology into the packaging of our products? Clinique, in cooperation with the specialists from Sharp End, have taken a closer look at this idea and created a new innovation for skin care packaging. By integrating NFC technology into the lids of their “Moisture Surge 100H” cream, customers are able to scan the lid and be directed to helpful skincare tips via their smartphone.

In doing so, they access a scientifically-based skin analysis tool called “Clinical Reality”. The tool allows the user to identify skin problems based on various factors through an algorithm – without skin contact. Thus, customers are able to properly moisturize their skin and make it glow again. Important for marketing: The technology provides important data about customers and creates personalized solutions to find out how people emotionally engage with mobile content.

Responsible Packaging

Clinique not only creates innovation in packaging, but has also put some thought into the sustainability of their products. That’s why by 2025, the company has set a goal to have 100% of its secondary packaging certified by the FSC and to produce 75% of its packaging recyclable and refillable. The digital glass jar and its NFC lid are already recyclable.

In 2020, the company has already produced its “All about Clean” packaging containers with a certain percentage of plant-based plastics and/or post-consumer recycled (PCR) materials to reduce fossil plastic consumption. In addition, the company produces a regular life cycle assessment to track this.

But sustainability doesn’t stop there: Additionally, the company is committed to carbon-neutral shipping for every order placed on Clinique.com, and additionally supports various projects that fight for climate preservation. For example, the brand supports a wind farm that contributes to 22% of the total electricity generated from wind power in Bulgaria, a water filtration project in Cambodia that provides access to safe drinking water for 1.7 million people, and a forest project in Uruguay that will absorb 7 million tons of CO₂ over six years.

Establishment of the Brand in the Metaverse

In addition to these cutting-edge activity areas, , the company has set out to conquer the Metaverse and announced their first NFT campaign called “Metaverse More Like Us” for makeup in collaboration with Daz 3D. With this, the brand is committed to building a better and more inclusive digital beauty world to address the lack of feminine representation in the Metaverse. The campaign celebrates all types and beauty, highlighting communities that are currently unrepresented in the digital world. As the metaverse blossoms, it is important to use it to positively influence the beauty standards of the future and challenge the status quo. In doing so, the brand is establishing itself as a pioneer in the metaverse, which is gaining more and more support and importance from the industry to create an inclusive world of beauty on the web3.

What is your opinion about the campaign? Are we currently seeing a change in the marketing industry and what impact will the Metaverse have on it in the future? Let us know in the comments!