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Wella Professionals is making its debut in the digital beauty industry on May 31st with an exciting project called “The Wella Generator.” Developed in collaboration with Coveteur, a virtual creative agency, this innovative initiative introduces gamified NFT sweepstakes built on the Ethereum blockchain.

The digital sweepstakes are powered by MoonPay and Otherlife. The Wella Generator allows users to mint unlimited NFT avatars on the project’s platform for a period of 14 days. Each user will receive a powerful and stylish Wella Avatar that embodies the brand’s signature style. But that’s not all – participants also have a chance to win exclusive prizes through the sweepstakes system. Lucky fans can claim brand vouchers, virtual haircare consultations, and even real-life hair makeovers.

Coveteur’s Head of Brand, Leya Kaufman, expressed excitement about the collaboration, stating, “For over a decade, Coveteur has been at the forefront of pushing personal style and self-expression through digital storytelling. Today, we’re taking the next step with Wella Professionals, entering a digitally-first web3-powered world that beautifully represents the transformative nature of haircare.”

This drop by Wella Professionals marks a significant development in the digital beauty industry. In recent times, we have witnessed other notable brands like NYX Makeup and Yves Saint Laurent venture into this space with their own unique projects. For instance, NYX Makeup introduced the first digital beauty DAO earlier this year, providing support and resources to its community of talented NFT holders. Yves Saint Laurent also launched a two-part NFT campaign centered around their Black Opium perfume line, offering both digital and physical assets to holders.

These examples clearly demonstrate that the digital beauty industry is rapidly evolving and here to stay. The intersection of beauty and blockchain technology presents exciting opportunities for engagement, creativity, and community-building. As we move forward, it’s clear that this is only the beginning of a new era in the beauty landscape.