NIVEA, a skincare brand, is using NFTs (nonfungible tokens) to show the importance of touch via digital art. NIVEA strongly believes that touch is important for both mental and physical well-being. To highlight this, NIVEA has created a limited edition NFT art piece which will be free for everyone.

Non-fungible touch

Clarissa Baldassarri employs a technique known to be called Blind Portrait in creating her NFT art. Credit: Nivea, Clarissa Baldassarri (PRNewsfoto/Beiersdorf AG)
Touch was the first NFT to be created. Credit: Nivea, Alex Telfer (PRNewsfoto/Beiersdorf AG)

NFT technology is used to allow people to own and trade high-value tokens. This includes art, collectibles and real estate. 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.

The artist behind NIVEA’s NFT art piece is Clarissa BaldassarriA visual artist from Italy who experienced temporary visual impairment during her early career. She was influenced by her experiences to rediscover art with what she called 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 website. NIVEA, the mass-market brand that offers NFTs for free to represent the value and touch of touch, is first.

Be present for your purpose

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”, launched in January 2021. This brand helps human touch projects. You can find more information here Enhance the quality and quantity of your life For people who are at high risk of becoming lonely. NIVEA hopes to reach 20,000,000 Euros in global human touch projects by 2025. This will have a positive effect on more than 150.000 individuals and their well-being. Each of these projects results will ultimately lead to increased human connection and resilience and alleviate feelings of loneliness.

NIVEA´s “The Value of Touch” NFT art can be claimed for free at nivea.com/thevalueoftouch.

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