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
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.
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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.
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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 . NIVEA is the first mass brand to offer free NFTs that represent the value of touch.
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